Indiantelevision.com Team

(14 May 2007 4:00 pm)

MUMBAI: TV18 Group's specialist promo unit The Cell has been nominated as a finalist for their packaging design for Studio 18 at the Promax World Gold Awards and the Promax|BDA awards to be held in NY.

The task was to establish Studio 18 on par with any international studio and retain its Indian origin and to incorporate the various genres of film making to form the company logo. "Zubin and his team at the Cell, delivered on all the parameters set for them that encompassed imagery and music and the final identity is a logo that has already caught the attention of our audiences. The logo captures all the nuances of the movie business and has the capability to lend itself to various genres of movies, which Studio 18 will be associated with in the forthcoming months" Sahani added.

The TV18 Group Network creative director Zubin Driver commented, "We are glad to be nominated for Promax|BDA and Promax World Gold, New York! The idea behind the creative was to use various objects, tracks and genres of film making such as crime, action, sex, glamour, to form the letters of the logo. There were 98 shots taken on 35 mm film, in a short span of 2.5 shifts, which were then intricately composited and colour corrected on smoke. Some of the objects used were also graphically created. The entire packaging, right from conceptualization of the idea, to the detailed storyboard presentation, to the shoot, the post-production and music was carried out in 10-12 days."

"Choosing the right music was especially challenging, as we required a tune that would hold throughout the sequence and yet had different musical notes, all corresponding to the different elements in the video. We had an unusual track composed by a renowned music artist."