Troika Develops The Hub TV Network's Saturday Mash Up Campaign

Troika Develops The Hub TV Network's Saturday Mash Up Campaign

Troika Design Group has teamed up with client The Hub TV Network to usher in its 2011 "Saturday Mash Up" campaign and an overall summer on-air refresh.

"We are positioning Saturday as a 'must watch' day of programming for the channel and tapped Troika to mesh the right spirit for this dedicated campaign with The Hub's current brand position and identity," noted Amber Tarshis, CMO at The Hub.

The Hub aims to make Saturdays a special destination on the network through a "Saturday Mash-Up" campaign and customized programming blocks.

To deliver, Troika developed a naming strategy to break up daypart blocks; Crack Up for comedy, Smash Up for action, and Team Up for The Hub original game show "Family Game Night." Imagery was then created for the Saturday campaign that mashes together icons kids associate with summer break. The campaign's implementation included custom rock and roll mnemonics and audio themes, backgrounds, bumpers, endpages, menus, IDs and navigational tools.

A summer on-air refresh was also developed and implemented as a seasonal update to the remaining days of the week. Troika built the network's original on-air packaging for modularity, so new summer elements such as fireworks, barbeques and fireflies were delivered for The Hub's internal team to easily incorporate into existing After Effects layers.

"We've been involved with The Hub brand since the network's inception," said Dale Everett, Creative Director at Troika. "It was an exciting assignment to enhance that identity with another facet for this campaign. We aimed to create daring animations and imagery that really embraced the energy and imagination of the audience."

In all, a team of over 25 creatives and producers at Troika worked to deliver The Hub's "Saturday Mash-Up" and summer campaign in an easily updateable toolkit format. The project, which included over 30 delivered elements, was built in Cinema 4D, After Effects and Maya.