2013 CNN Upfront
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Each year CNN presents new program offerings, sales strategy, and advertiser opportunities to the media buying community. CNN's Strategic Integra… Read More
Each year CNN presents new program offerings, sales strategy, and advertiser opportunities to the media buying community. CNN's Strategic Integration Group leads the development and execution of the upfront in cooperation with the Senior Vice President of sales and Turner's Presentation Design Group. I worked as the Art Director on this project, and helped develop the strategy, overall creative direction and visual execution, and the distribution to the sales teams across the country. The development and execution took nearly 5 months, and was finally unveiled at CNN's national sales meeting in Februrary of 2013. The meeting included the entire sales team, as well as executive leadership from the network, including CNN's new President, Jeff Zucker. Stylistically, we took care to build a presentation built on a visual language of simple, geometric shapes and flat graphics and textures. CREDITS: Writer: Caroline Couvillon Art Director: Stephen Krill Designer: Joy Whitley Photo-illustrations: Jeff Huang Read Less
Published:
NETWORK SIZZLE
A network sizzle video was created to highlight CNN's programming achievements and drive audience excitement.
ADDITIONAL CREDITS:
Producer: Dan Brown
Editor: John Esther
 
 
THE PRESENTATION
The presentation was designed to reinforce the historical values of CNN to the viewer at the beginning, and then delve into the theme of the 2013 upfront.
 
 
A STRONGER CORE
In 2013, rather than looking outward to expand content offerings, CNN focused inward to increase the strength of its core.
 
 
FOUNDATION BRANDS
CNN's core is comprised of interconnected "foundation brands," each with content that is built specifically for the television, web, mobile and social platforms. To represent this, we developed a graphic representation based on a simple atom. The foundation brand formed the nucleus, with each of the platforms as the electrons. This simple circle with associated "orbiting" circles served as the basis for much of the other graphic representations in the presentation.
 
 
FOUNDATION BRANDS: KEY ART
Each foundation brand was illustrated by Jeff Huang at &Reach in collaboration with CNN's SIG. We created scenes that encapsulated each brand, and referenced the 360 degree nature of the brand. The floating screens circling around the central character are meant to represent the breadth of content available across all platforms.
ADDITIONAL CREDITS:
Art Director / Illustrator: Jeff Huang
 
 
FOUNDATION BRANDS: ATOM
Each foundation brand was also represented as an atom, with all of the specific content offerings orbiting around the nucleus of the key art. This was a much more dynamic way to present advertiser offerings than a simple list, and kept with the flat and visual circular style.
 
 
FOUNDATION BRANDS: VIDEO
Each foundation brand was also enhanced by a video that presented the highlights of the brand on-air. Each video was created in cooperation with the network's on-air promotions team.
 
 
OTHER FOUNDATION BRANDS
Images of some of the other foundation brands.
 
 
 
THE VIDEO
Each foundation brand was also enhanced by a video that presented the highlights of the brand on-air. Each video was created in cooperation with the network's on-air promotions team.
DISTRIBUTION
The upfront was made available to the national sales teams via Slide Rocket, which enabled them to access a desktop version through any web browser, and mobile versions through Slide Rocket's app for iOS. The presentation was optimized for the Hi-DPI displays on the iPhone and iPad.
 
 
CHARACTERS
The upfront also relied heavily upon custom-drawn characters to represent key audience segments, developed in cooperation with CNN SIG and an &Reach illustrator.
 
 
STATISTICS
Upfronts are often filled with statistics and figures that makes for a very boring presentation. We focused on making pages featuring numbers engaging and interesting.