In the summer of 2008, The Weather Channel (TWC) announced the launch of their new High Definition (HD) programming. One component of the launch was the phased roll out of their new HD show graphics, meant to strengthen their competitive position by delivering more visually impactful programming. The idea was to create show packages that relied more on graphic treatments than video elements and stock footage.
When we were selected to refresh a show package for the weekday show, Day Planner, we got to work on a tasty blend of 3D elements and motion graphics. Our goal was to create a visual structure to guide audiences through the show.
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We wanted to subtly demonstrate the effect of weather on our lives by playing with fluidity and natural elements like refracted sunlight and clouds. We worked to perfect the animated camera moves, complex lighting elements needed to mimic glass reflection and refraction for the 3D components, and then put it all together with a dash of color. After many long days and caffeinated nights, we produced something beautiful. We’re also fairly certain that a few coffee plantations had a good summer. It’s one of the ways we give back. Most importantly we created an overall treatment designed to keep viewers interested by using rich colors, radiant images, graceful transitions and familiar icons like globes and clocks, while creating a user experience complimentary to TWC’s brand values. Weather forecast: lookin’ good!
Regionals Samples
