URBAN ABSTRACT by Musuta Helsinki for Sanoma Television Oy Nelonen

URBAN ABSTRACT

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Finland
Agency Musuta Helsinki
Director Masaru Ikeda, Mitsumoto Maeda
Art Director Jopsu Ramu, Shun Kawakami
Producer Timo Huhtala
Released October 2009

Credits & Description

Category: Broadcast Design & Graphics
Advertiser: SANOMA TELEVISION OY NELONEN
Product/Service: TV NELONEN
Agency: MUSUTA
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: MUSUTA, Helsinki, FINLAND
Entry URL: http://www.urban-abstract.com
Creative Director: Jopsu Ramu (Musuta Ltd.)
Art Director: Jopsu Ramu (Musuta Ltd.)
Art Director: Shun Kawakami (Artless Inc.)
Producer: Timo Huhtala (Musuta Ltd.)
Director: Mitsumoto Maeda (EDP Graphic Works Co./Ltd.)
Director: Masaru Ikeda (EDP Graphic Works Co./Ltd.)
Music: Chikao Maruyama
Project Management: Masaji Kinoshita (Shirofuchi Inc.)
Concept Design: Jopsu Ramu (Musuta Ltd.)
Concept Design: Timo Huhtala (Musuta Ltd.)
Media placement: Break Bumpers - TV - 1 November - 30 November 2009
Media placement: Short Film - Online - 1 November
Media placement: Website - Online - 1 November

Describe the challenges and key objectives
From the very beginning of the project we decided to create a long piece that would work as a shortfilm online. Something that could also be easily cut into 20 ten seconds pairs for TV. We wanted the pairs to work as individual stories in & out as well as the long version. This was quite ambitious, but we decided that the viewers would appreciate deeper content and it would also enable us to treat our piece more as an art piece. Our main objective was to create something beautiful and different for the viewers on TV and online.

Describe the brief from the client
Channel 4 (TV Nelonen) - Something totally different As the second biggest commercial network in Finland, Channel 4 (TV Nelonen) wanted us to create something totally different - as their slogan suggests - for their viewers. Nelonen asked us to create 20 pairs (5 seconds in, 5 seconds out) of break bumpers to the 5 seconds space between a program and a commercial break. Their target demographic groups were urban, young people and young adults. Our break bumpers were shown for the whole of November in every commercial break. Additional material for online use was also welcomed by the client.

Describe how you arrived at the final design
Commercial breaks and TV programming can be quite hectic sometimes, so we decided to go very easy on colour and our result is almost black and white. The style of the short(s) is fluid and, though seemingly random, streams into a cohesive whole. Perhaps watching them in different order would be more like seeing the same journey from another point of view. The sound world is also very important, movement in space is sensed even if watching the shorts with eyes closed. Sounds overlap, fade, come and go. We wanted the viewers to experience a journey in Urban Abstract.

Give some indication of how successful the outcome was in the market
There is really no measure for this. The idea of the break bumpers is to strengthen the Channel 4 (Nelonen) brand and give viewers something to think about. Viewer feedback was excellent and the bumpers were considered beautiful. Viewer comments confirmed what we and the brief aimed for: to create something beautiful and different for the viewers. Online the long version (which was made fully embeddable) received a lot of attention and was widely spread in blogs, video services etc... Even after being aired in November the video and website are still receiving consistent daily traffic without any further promotion.