In spring of 2022, FX Networks challenged the team by seeing if we could come up with a new branded motion system that felt cool and editorial. And secondly, creating the system in a way that could be seamlessly incorporated into their existing look of paid commercial TV spots. After a couple rounds of revisions, and working with the fine folks at FX, we crafted the look, and created our first spot titled 'Revolutionary,' which aired during the NFL's opening weekend on Sunday Night Football.
In our initial motion tests, we explored three unique approaches. Each of these directions referenced the existing elevated FX on Hulu look and feel, while incorporating new stylized elements that subconsciously played into UI interactions—hinting to viewers that they can watch all of their favorite FX shows on FX on Hulu.
It's now winter 2023, and we have created 4 different spots. Each has used the design system, with the only difference being updated show footage.
What would a network commercial spot be without reviews? Our spot has plenty of them, and subtly incorporates some gold color; one of FX's overall brand colors.
To incorporate an editorial style, the motion system was defined and guided by a grid. The motion, when paired with music, provides a familiar expansion of a traditional site navigation, while providing a strong hierarchy of information.
This section in the spot was created in a way that we could easily swap in new footage in each of the containers, while still keeping interesting motion.
Overall, we wanted both animation and video to feel as if they were designed around one another; to create a cohesive and contemporary look and feel. The animation takes its characteristics from online streaming platforms. By taking inspiration from UI/UX animation elements—swipes, thumbnail selections, hover and expansion, full-screen functions, and parallax effects—we were able to illustrate the idea that FX live 'online' on Hulu's platform.
The list of objectives this spot needed to check off was lengthy, but we were able to find ways to incorporate them all. Two objectives being a way to highlight FX Network's award nominations, and also their acclaimed documentary series.
We landed on this "stroke to fill" animation style as a way to bring in highlighted show logos, and can be seen throughout the spot as a repeated motif.
To keep the energy going in the spot from start to finish, we wanted to create some kind of animation that encapsulates the wide range of shows on FX. This final animation was created as a frame around an initial focal point, that immediately captures the viewer’s attention with a burst of color. As the frames start to close down, they quickly showcase FX’s extensive catalog.
Client: FX Networks
Creative Direction / Art Direction: Bran Moats
Lead Motion Design / Editing: William Kesling
Addtl. Motion Design: Eder Anaya
Addtl. Motion Design: Jason Fang
Producer: Josh Canter
Studio: Watson Design Group