Loyalkaspar, the acclaimed design/production boutique lead by Beat Baudenbacher and David Herbruck, has been selected by the Smithsonian Network the new venture between Showtime Networks and the Smithsonian Institute to create the comprehensive on-air/online branding/ID package for the new network. The first phase a :30 anthem spot can be seen on the homepage of the network's website. In the coming months additional IDs and branding components will be introduced to the website and the network, which is due to launch later this year.
"We wanted the tone to be very aspirational to connect with the viewer and empower them to relive those magical experiences of discovery," says Baudenbacher. "We want to encourage viewers of all ages to take it upon themselves to be whatever they want to be."
Working with the Smithsonian Network team, Loyalkaspar created the concept "Be Your Own?," which reflects the empowering nature of the Smithsonian Network's content and its ability to provide a deep knowledge base into aeronautics, history, natural wonders, pop culture and more.
Blending live action and 2D/3D animation, the spot begins with the words "Be Your Own: Smithsonian," followed by a colorful, evocative, imagistic montage of real people interacting with a 3D world that seemingly unfolds around them.
"We wanted a sense of the imagery and ideas bleeding into one another," said Baudenbacher. "We experimented and tested a lot of visions in 3D then brought those designs into Adobe After Effects and proceeded to composite them in a wide variety of ways intended to draw viewers into the environment."
Adds Loyalkaspar designer Lauren Hartstone, "Essentially we were trying to find a unique way of revealing diverse, extreme environments. The idea was to combine distinct images with a kind of amorphous, imaginary journey represented by a sort of liquid look. Each spot culminates in a burst of energy, conveying the idea that all of this knowledge is available on the Smithsonian Network."
Recognizing that the process is often more rewarding than the end result is just one of the ways design house Loyalkaspar distinguishes itself from the creative herd. Founded by directors David Herbruck and Beat Baudenbacher, Loyalkaspar has quickly earned a reputation among advertising creatives and network producers as a creative hub where daring creative and innovative execution intersect.