Perception Creates New Commercial For HBO and Cinemax

[Gregg Lengling]

NEW YORK, NY (Feb. 04, 2003) -- For HBO's new commercial called "Only The Best," Design Director Jeremy Lasky; Effects Director Daniel Gonzalez; and Editorial Director Brendan Werner of the design/post-production boutique Perception created an intriguing, multi-layered grid design that not only attracts eyeballs but also allows for maximum use of footage while remaining esthetically pleasing.

"We've worked with HBO in the past _ most recently their Fall 2002 Subscriber Acquisition Campaign leveraging the season premiere of The Sopranos _ so we have some experience with the brand and how they like to market themselves," explained Lasky.
Faced with the task of trying to incorporate an array of existing footage, as well as on-screen type that reinforces the voiceover about HBO, Cinemax and its multi-channel digital cable options, Perception came up with a grid design that features numerous flickering tiles that transition individually. Each tile contains different graphics and multi-layered footage. In the background, a blue-hued wave-like texture provided both a powerful bed for the design while also providing a sense of fluidity.
The grid concept was a design vehicle that could hold a lot of content and present a sleek 'digital feel,' which was especially important because the piece touches on digital cable and the array of HBO channel options," says Gonzalez.

Since launching Perception in March 2002, the former R/GA creatives have prided themselves on their ability to use their individual skills to fashion a more streamlined approach to creativity. This project was no exception.

After HBO approved the grid concept, Perception began the project with Werner choosing from a plethora of film footage to find the best moments. While he milled the footage, Lasky and Gonzalez used Adobe's After Effects to build the numerous layers of animation, typography and lighting effects.

In addition to the numerous digital elements, Perception also went the organic route to create the background elements, which consists of a waving blue sheet filmed with a digital camera and manipulated extensively in After Effects. As they finished sequences, they fed them to Werner who edited them into the final. Werner also edited some 20 different versions of the spot, all of which vary in terms of length and tagged for various cable providers nationwide.

"Our streamlined approach benefited the project greatly," said Werner. "Because were able to work individually on different aspects of the job simultaneously, we met a tight production schedule. If you watch the spot you see there's a lot going on for a thirty second spot _ the grid, the background, the typography, which contains lighting flares and echoes. It was a challenging assignment that tested us both individually and collectively. We're all proud of the way it turned out.

About Perception
Founded in 2002 by former R/GA creatives Design Director Jeremy Lasky; Editorial Director Brendan Werner; and Effects Director Daniel Gonzalez, Perception's mission is to create world-class commercial visual art that challenges and changes the industry's idea of what can be accomplished on desktop machines.

Collectively, Perception's creative staff has worked on over 500 broadcast projects, garnering dozens of the industry's top creative awards. Powered by Apple computers, the company specializes in high-end motion graphics and visual effects for today's top advertising, broadcast network on-air design, show opens, film title sequences, trailers, music video, corporate video and web design. Since it's launch the company has completed assignments for HBO, ESPN, Miramax, McDonald's, TV Land/Nickelodeon and Sony Music.