PBS & thenewBlank Create Signature Brand Campaign in "PBS Anywhere"


Last Updated: May 6, 2015 4:10 am GMT
(May 6, 2015) “PBS Anywhere” is an animated brand campaign created in collaboration with design and production studio thenewBlank. As presented in the campaign, PBS takes viewers to worlds beyond our own. Once, that world was accessible only through the television box but today PBS captivates and entertains wherever people go: on demand through mobile devices, tablets, and online. Audiences, it suggests, can break out of the box with PBS. The campaign was recently nominated for a PromaxBDA in multiple categories.

View it here: https://vimeo.com/126645831

"It’s rare to find a company that you instantly connect with, that you feel gets your brand and your needs from the very first conversation. That's how it felt when we started working with thenewBlank,” comments John Ruppenthal, Senior Director, Creative Services, PBS. “When their first presentation came in, my entire team was blown away. Not only did we see one great concept - which was all we needed - there were six, any one of which could have worked. I've been in the business for over 20 years, and that's never happened to me. Not once. I'm lucky if I like one idea, or half of an idea, and we begin the back & forth process of working to turn that half-baked idea into a fully formed concept. With thenewBlank, we literally were presented with seven viable options, each of which were unique, distinct, on brand and on brief. We've been happy ever since.”

“PBS Anywhere” originated as a mythical napkin sketch where a simple line is the proverbial connector. From there, thenewBlank’s Executive Creative Directors Bobby Hougham and Servrin Daniels collaborated with John Ruppenthal and his team at PBS to define an original visual means to communicate the message – not only via the “Boxes” spot but one that could be expanded to any desired application. A blend of 3D animated cardboard paper dolls and origami, “Boxes” begins as a simple line drawing that folds and unfolds to take viewers through time and different environments where PBS is always in reach and viewers in control of what they explore. Go behind the scenes here: https://vimeo.com/126648108

A live action spot, “Slices of Life” also produced by thenewBlank, reinforces the message and showcase the wealth of programming and its wide reach.

“We are all big fans and regular PBS viewers,” notes ECD Bobby Hougham, “It is an incredible opportunity when you can work on something that is deeply connected to your life. We are honored to have helped bring this campaign to life.”

About thenewBlank:
thenewBlank specializes in conceptual design, transforming visual stories from initial ideas to beautifully finished pictures for everything from television commercials and feature film title sequences to interactive projects, large scale environmental displays, and emerging interactive medias. A deep dedication to a culture of collaboration, both within the studio and with clients, has produced engaging projects for such high-profile brands as Verizon, ABC, E!, Microsoft and Alaska Airlines among others. To find out more about thenewBlank please visit http://www.thenewBlank.com.

About PBS:
PBS’ mission is to create content that educates, informs and inspires. To do this, PBS offers programming that expands the minds of children, documentaries that open up new worlds, non-commercialized news programs that keep citizens informed on world events and cultures and programs that expose America to the worlds of music, theater, dance and art. PBS reaches nearly 109 million people through television and over 28 million people online each month. PBS is a private, nonprofit corporation, founded in 1969, whose members are America’s public TV stations -- noncommercial, educational licensees that operate more than 350 PBS member stations and serve all 50 states, Puerto Rico, U.S. Virgin Islands, Guam and American Samoa.

Client: PBS
Senior Creative Director: John Ruppenthal
Director, Production: Carol Paik
Creative Director: Derrick Chamlee
Associate Creative Director: David Wilder
Managing Director: James Dreesen

Agency, Design & Production: thenewBlank
Executive Creative Director: Bobby Hougham, Sevrin Daniels
Executive Producer: Kelly Green
Director: Bobby Hougham
Creative Director: Eric Edwards
Design: Arisu Kashiwagi, Bobby Hougham
3D: Yinzi Xiong, Lena Lee, Eric Edwards, Matt Guzzardo
Compositing: Yinzi Xiong, Lena Lee, Eric Edwards, Tim Turner, Bobby Hougham
Score: Phil Peterson
Sound Design: John Buroker
Voice: Glen Rockowitz


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