The DMCI worked with major US broadcaster CBS on a series of new season promo IDs dubbed the ‘CBS Eyecon Image Campaign’.
CBS turned to DMCI after seeing our spots for FOX CLASSICS and were inspired to develop something similar for the launch of their summer season programming. A bold, new direction for the CBS brand, the spots which feature iconic animated illustrations of programmes such as Big Bang Theory, NCIS, CSI and 2 And A Half Men, were deemed risky for the American market. But based upon the campaigns rapturous reception within CBS and the subsequent on-air campaign launch, the fears would seem extremely misplaced.
The campaign, presented first internally at season launch events at the MOMA and Carnegie Hall (NYC), received an overwhelmingly positive response. CBS Director of On-Air promotion, Sarah LaBrache mentioned, “The Eyecon Piece was a HUGE success… there has been a buzz within the company and in addition to (NCIS actress) Pauly Perette’s tweet, the piece has also gotten nice write-ups in various press.”
We created a 60 second, two 30 second and ten 10 second animations showcasing the best of the new season CBS lineup. The spots were created using a combination of 2D and 3D animation.
On Air Promo Team:
Garen Van de Beek – EVP, CBS Advertising and Promotion
Lori Shefa – SVP, CBS Advertising and Promotion
Sarah LaBrache – Director, CBS Advertising and Promotion
CBS Promo Animation Team:
Jon Lee – Senior Creative Director, CBS Promo Animation
Matt Hernandez – Creative Director, CBS Promo Animation
Design & Illustration:
Ty Mattson – President & Creative Director, Mattson Creative
Theme Song Variations (Music):
Jerry Brunskill – President & Composer, Wow & Flutter Media Group
Dave Barnaby, LVD Digital