TRANSFORMATIONS for Syfy Channel

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TRANSFORMATIONS

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United States
Released July 2009

Credits & Description

Category: Broadcast Design & Graphics
Advertiser: SYFY
Product/Service: SCI-FI TV CHANNEL
Agency: SYFY
Date of First Appearance: Jul 7 2009 12:00AM
Entrant Company: SYFY, New York, USA
Executive Creative Director: Michael Engleman (Syfy)
Creative Director: Joe Loskywitz (Syfy)
Producer: Brian Everett (Syfy)
Copywriter: Ben Cochran (Syfy)
Agency Producer: Kate Leonard (Syfy)
Editor: Briand Everett (Syfy)
Project Manager: Kari Shackelton (Syfy)
Media placement: TV Campaign - 3 Spots - Syfy - 07 July 2009 - Present

Describe the challenges and key objectives
In promoting the network’s brand evolution, it posed a challenge: How to represent this idea visually in context that’s relatable.

Describe the brief from the client
When Sci Fi Channel changed its name to Syfy, viewers everywhere were given a new call to action: Imagine Greater. To Syfy, this means that no matter who or where you are, the more you imagine, the greater your world becomes. It’s more than just a tagline – it’s the defining characteristic of the Syfy brand.

Describe how you arrived at the final design
The answer came in the form of a Syfy launch campaign called “Transformations,” in which familiar sights evolve to become greater in ways organic to their identities: A horse becomes faster; a lion, louder; flowers, greener. Set in Syfy’s signature brand environment, each narrative featured top-of-the-line animation and thoughtfully selected music in order to communicate the magical, yet playful, nature of Syfy.

Give some indication of how successful the outcome was in the market
As one of the few on-air marketing promotions of Syfy brand evolution, the success of the transformation had a major impact on Syfy’s impressive premiere ratings. In fact, that night of programming out-performed any previous night in the channel’s history.