Turner Classic Movies recently looked to Primal Screen to create an open for a new line-up called Funday Night at the Movies in an effort to turn kids and their families on to classic movies.
Hosted by Tom Kenny, the voice behind SpongeBob SquarePants, the show launched Sunday, May 24 and will air through August, featuring films such as The Wizard of Oz, Bringing Up Baby, and Abbott and Costello Meet Frankenstein.
“As a former Associate Creative Director for TCM on-air, I was familiar with the attitude and style with which they promote their product,” says Ben Prisk, Art Director at Primal Screen.
“This particular show packaging needed to provide a great sense of fun for the kids as well as sophistication for the adults. One of my goals was to recreate the spirit of a classic movie open with a contemporary spin.”
Based on the premise that the host runs a prop house on a movie lot, Ben and the Primal Screen team created micro-scenarios throughout the open that utilize photos of the props and the role that they play. The end result is a colorful open boasting a series of illustrations, referencing the many genres of film, including epics, horrors and Westerns.
The spot was created first in pencil, then Photoshop, and then animated in After Effects.