For Food Network’s rebrand of competition series, Food Network Challenge, it turned to Seattle-based creative agency The New Blank.

The agency looked closely at the environment and tools of the challenges, and incorporated them into a new motion-graphics package. The look is set against the texture of tent fabric, meant to intimate the tents under which the competitors face off, overlaid with simply drawn icons of classic kitchen objects. The palette is a straightforward red, white and blue, but the colors of the background, icons and text are interchangeable, giving Food Network’s creative team some room to play with the tool kit.

The above spot shows how the package is incorporated into a live-action spot, including new wrap and voiceover by the talent, host Ian Ziering, as well as some super quick editorial cuts.


Network: Food Network

Director of Production and Operations, Brand Creative: Theresa Medina

Design Director: Brian Keenan

Art Director: Gregory St. Amand

Production Coordinator: Madeline Malloy

Print Production Manager: Darchelle McCeary

Animation/Design Studio: The New Blank

Executive Creative Director: Bobby Hougham

Creative Director: Eric Edwards

Designed by: Eric Edwards, Marcus Kulik, Vince Diga, Mariana Silva

3D: Marcus Kulik, Bryce Stines, Miguel Delcan

Animation team: Eric Edwards, Marcus Kulik, Roberto Brambila, Bryce Stines

Producer: Andrew Kobliska

Executive Producer: Sevrin Daniels

Tags: food network food network challenge the new blank

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