Several years ago, I shared a stage at CTAM with Stephanie Gibbons (then SVP at Showtime). We presented a few joint case studies and were invited to talk about the challenges that come with keeping on air-brands fresh, emotive, and relevant. Just a short while later, Stephanie would head to FX as EVP Marketing and lend her considerable talents to lead the channel’s first major branding campaign in 13 years, simply titled “There is no box”.
Since launching the campaign in the US in 2008, FX has continued to deliver versatile (and successful) programming along with a distinct and well recognized on-air brand personality. This success has translated into a worldwide channel fanbase in areas as diverse as Romania, UK, Taiwan, and (as we bring you here) Latin America.
FOX Latin America has unveiled a new on-air refresh for FX. The new campaign is led by FOX VP/Creative Director Corina Capuano and Argentine design agency Superestudio. The new look, predominantly 2D, offers a diverse palette to support a wide diversity of genres presented on the channel. So here’s a look at FX, from a Latin American perspective:
Another beautiful summer has come to a close. And with it, fall television season premieres are nearly here. Yes, those eye-catching billboards lining Barham can be distracting. Interestingly, they do give us an early glimpse at the creative approach the promo/marketing teams are shaping for both established and freshman brands. Although currently in the UK, my spies in LA tell me that these favorites for fall 2009 are already getting plenty of attention. Here for your review is Part 1 of Best of Fall TV Posters.
Also, for Fringe fans- there are over half a dozen hidden glyphs in this poster. Can you find them? (hint: look for an apple, rabbit, seahorse, butterfly, and frog among others). Click on the poster for a closer look.
Click for Large View
As a followup to my previous entry, a look at one of the new idents from FX (UK) titled “Swimming Pool”. Fox International has launched the new look on-air as well as online, which incorporates a refreshed website, now offering video clips, games and other content.
“The objective was to give the channel a more contemporary and accessible feel. We conceived a red FX “creature”, made up from elements of our logo that personifies the brand values and the programming acting in different ways at different times,” explains FX director of creative cervices Mark Harrison. “This broader creative approach should appeal to the audiences we have been attracting in the last year.”
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In some off-air news, London agency Quiet Storm bests the competition during review and is appointed to FX (UK) advertising roster. The agency’s first assignment will be to handle digital and print campaigns for the channel’s 3rd season of Dexter. Marketing director of Fox International Channels (UK), Natalia Akel (known for her sharp talent acumen) said of the review: “The agency took the brief and came back with great concepts. The campaign will include outdoor, print and online activities.”
Separately, some FX (UK) IDs to go with your morning coffee.
A 2nd ID for FX HD after the jump.