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Loyalkaspar Launches Voom's New HD Travel Channel EquatorCreative Design House Creates Entire On-Air Look for Travel Network
Lush, elegantly detailed animated landscapes representing an array of cultures and climates from around the globe form the on-air look created by design boutique Loyalkaspar, New York, (www.loyalkaspar.com) for Equator HD (http://www.voom.com/vhdo/equa/index.jsp), the new high def (HD) travel channel seen on Voom, the all HD cable network seen on Cablevision.
"We strove for a look that had a certain artistry to it, almost like it was hand-painted, which when coupled with a slow and deliberate camera move made viewers feel like they're being drawn into the picture into this amazing environment," said Beat Baudenbacher, Director/Co-Founder of Loyalkaspar. "Our goal was to create imagery that would feel like all these different locations, giving each a strong sense of place, but without being too specific."
For Loyalkaspar, whose creative aspirations go beyond broadcast design to include writing, producing and directing their own independent films, the project offered the company the chance to showoff the full range of their skills.
"The client came to us with the tagline 'See The World,' said David Herbruck, Director/Co-Founder, "the rest was up to us. We knew a travel channel would have to be beautiful and depict the many cultures of the world. Our idea was to create an entirely new environment somewhere between reality and fantasy. We didn't want it to look like we just shot live action because we wanted to give it a strong graphic presence."
Using broad strokes to evoke cultures and environment, Loyalkaspar began the creative process by photographing various people against a greenscreen using a digital still camera that would shoot at a rate of 8-10 frames per second, making the subject's movements appear subtle. After digitally removing specific facial characteristics, they were composited into backgrounds consisting of 2D and 3D animation and still photography, some of which was shot by Herbruck.
Recognizing that the process is often more rewarding than the end result is just one of the ways design house Loyalkaspar distinguishes itself from the creative herd. Founded by directors David Herbruck and Beat Baudenbacher, Loyalkaspar has quickly earned a reputation among advertising creatives and network producers as a creative hub where daring creative and innovative execution intersect. Recent work includes creating on-air look for Voom HD's Equator and Docs channels; a branding spot for Outdoor Life Network; and agency BBDO's recent campaign for the new Kinkos/Fed Ex stores. Additionally, Herbruck and Baudenbacher have completed their first screenplay, East of (T)here, which they plan to produce and direct themselves.
Project: Equator HD channel launch
Airdate: Winter 2004
Client: Rainbow Media EquatorHD, New York, NY
President Regional Programming: Greg Moyer
VP of Programming, Equator HD: Bill Roberts
SVP Business Development: Nora Ryan
SVP Creative Services: Linda Schupack
VP On Air Promos: Stuart Selig
Dir. Of Production: Shirley Abraham
VP Voom Creative Services: Ben Rubin
Creative Director: Stephanie Long
Producer: Adam Schlossberg
Design / Production Company: Loyalkaspar, New York, NY
Directors: Beat Baudenbacher, David Herbruck
Designers: Beat Baudenbacher, Austin Shaw
Animators: Ted Kotsaftis, Christopher Markos, Austin Shaw, Richard Magan,
Adam Gault, Caleb Fung
Photographer: Sonya Farrell
Producer: David Herbruck
Original Music & Sound Design: Kick Music, Los Angeles, CA
Composer: Greg Smith
Related Keywords:Loyalkaspar , Equator HD