ROLE(S): ART DIRECTION, DESIGN, CG LEAD, FX SUPERVISOR
CNN approached LoyalKaspar to develop a campaign to launch their original documentary series “The Seventies.”We landed on a simple, but iconic visual thread to unite the campaign: the polaroid.Both versatile and visceral, the polaroid became a device for topical content across all platforms.
Episodic end pages offered contextual plates for each weeks promos.From disco, to watergate, we laid out these photographic vignettes themed for each week’s episode.
We created series teases based around some of the most iconic songs of the decade, centered around this sexy slow-mo promo featuring Marvin Gaye’s “Let’s Get It On.”
The polaroid as a device extended nicely into an out of home campaign, putting the subject matter of the series front and center, with a nice vintage frame.
The series launch spot sought to span the content of the series, introducing a number of vignettes, and a much more dynamic use of the polaroids.