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