iN Demand, known for being a pioneer in delivering television content via cutting edge technology, recently tapped New York-based Flying Machine to design the extensive brand package for MOJO, a branded block of original prime-time series. Flying Machine's contributions included design and development of the MOJO Logo, a suite of iconic symbols, as well as a style guide, toolkit and production manual. The major on-screen elements of the package included, master logo animations, promo block graphics and end pages, nine channel idents, upper and lower thirds, billboards, and a :50 block launch promo which was used as a teaser on the MOJO website leading up the launch. The team also created an open for a sub-block titled "After Midnight." MOJO currently airs every Wednesday and Sunday evening.
"Upon my arrival as creative director at iNDemand, I was forced to hit the ground running with the launch of the MOJO brand on iNHD already in progress," explains Paul Iannacchino. "The logo for MOJO was in development before my tenure at the company began, but had not netted any satisfactory results. Enter Flying Machine. After multiple pitches from several agencies, design boutiques, and other creative houses around NY failed to hit the mark, Flying Machine was awarded the job after one presentation. To say it simply, the design solution was genius and has become the foundation for a great brand."
"This was an exciting package to work on," commented Micha Riss, Flying Machine founder and creative director, "As a designer, anytime you are entrusted with something as enduring as the creation of a logo and the design of a brand that revolves around it, you have to have a solid relationship with the client because it's truly a collaborative effort. After all, they are going to be living with the work for quite some time."
Flying Machine's design for the MOJO logo can be seen as an abstracted form of the familiar male circle and arrow symbol complemented by custom typography. The color palette was carefully selected to reflect the upscale nature of MOJO's programming. Deep crimson, black, and white serve as MOJO's signature hues while subdued variants of blue and orange were added as secondary colors. Overall, the bold and sophisticated package is the embodiment of the newly created MOJO brand.
For the :30 opens, Flying Machine shot everything from exotic cars, to exotic woman and an assortment of objects representative of MOJO's focus on entertainment, music, technology, and adventure. Directed by iN Demand creative director, Iannacchino, the production shot on 35mm film and later transferred the footage to HD video for the design integration and finishing. Reacting to and reflecting the live action compositions, graphic elements such as abstracts of the MOJO logo and a series of custom designed icons are used as overlays reinforcing the MOJO attitude.
In addition to Riss the Flying Machine team, included executive producer Tommy Shay, production supervisor Bill Denahy, design director Daisuke Endo, designer Jason Scott Jones, and brand consultant Jack Anish.
Flying Machine's other recent broadcast work includes packages for A&E/History Channel, Sport5, Sky Italia, Channel 10 News, and a series of commercials for American Stock.
About Flying Machine
Flying Machine isn't an advertising agency, a branding firm or a design house. It is nothing if not everything. It is a melding of experienced creatives across all brand platforms who know that branding problems are rarely one-dimensional, and usually require a knowledge base that can easily shift between ever-changing mediums, whether that be print, motion or design. With years of experience in the large agencies, one thing became clear - a small agile creative boutique could thrive effectively executing on client demands. With an open door policy, between clients and our creative teams, we can go from concept to execution before the average goliath agency has even approved the brief.
Project Credits
Project Title: MOJO HD Launch Package
Where Shot: City Stage (New York)
Client: iN DEMAND (New York)
SVP Marketing & Executive Creative Director: Stacie Gray
Creative Director: Paul Iannacchino
VP Creative Services: Trish Johns Scanlon
Design & Production: Flying Machine (New York)
Creative Director: Micha Riss
Design Director: Daisuke Endo
Live Action Director: Paul Iannacchino (iN DEMAND/MOJO)
Director of Photography: Sam Levy
Production Supervisor: Bill Denahy
After Effects Designer: Jason Scott Jones
VP, Brand Consultant: Jack Anish
Production Supervisor: Bill Denahy
Executive Producer: Tommy Shay
Post Facility: Creative Bubble (New York)
Senor Editor/Principal: Pat Carpenter
Senior Flame Designer/Principal: Doug Dimon
Senior After Effects Designer: Jun Lee
Senior Sound Designer: Roland Alley (Burst, New York)
Producers: Javier Gonzalez, Ann Vega
Flying Machine: https://www.dexigner.com/directory/detail/7976