Cartoon Network
“Fall is just something that grown-ups invented.” Taking that mantra to heart, we recently completed a redesign for the Cartoon Network.
Cartoon Network was interested in a new direction for their fall line-up. They had seen some of our recent work, and wanted us to integrate live action and design in a unique way.
They asked us to make reference to fall, and gave us a great Hives track to work with. From there, they essentially gave us free reign.
The overall feel is from a child’s conception of autumn. It was a rather stream-of-consciousness process, a kind of cerebral doodling, as we imagined bizarre rainbows, odd shapes, weird eyeballs, and more.
We’re all skateboarders here so for those shots, we hit up our old friends and found some up-and-coming New York talent. It was amazing to see how talented young kids are these days.
We love working with a brighter color palette and creating a more playful tonality. Like all our work, this project came down to capturing the right tone; to digging deep to find an emotional guideline.
To lyrics lamenting the season “that grown-ups invented,” a diverse group of kids execute astonishing dance and skateboard moves, while others rock out on instruments coming alive with elaborate cartoon elements.
In the end, the kids energy and personality was our biggest inspiration and our toughest challenge. We had to consider how they would develop their own world.
This spot is really all about the kids.