SAG Awards 2021

We wanted to graphically create an atmosphere that had the glitz and glamour of the awards show but without the crowds and red carpet.In past years, we’d focused on various aspects of the awards show - the host, the celebrity, the statue itself- and so this year we wanted to take a fresh approach while also incorporating the COVID-aware factors. We decided to create a fully graphic world filled with design and motion to achieve the feel we were targeting.

Whenever we have a fully graphic and type-driven ask, we call upon our design director Ross Henderson to lead the charge. We pitched four different directions to the client exploring everything from typography, to color, to texture and the one that resonated was driven by big type, gold textures and strong angles.

Once we landed on the design, we set about animating the frames with our team of animators. Along with Ross, this team has a natural rapport and quickly and decisively put together the work with a really strong aesthetic. Incorporating the radio edit provided by the client was a smooth process as we added in visuals in-line with the audio. In addition to the predominantly graphic visuals, we incorporated some imagery of the talent into the spot to round out the overall look.

We had a great time revisiting these awards and collaborating with the team at Warner Media to create a fresh look that was also tonally appropriate. The regal, art-deco-esque spot came together with a 22-second fully graphic spot as well as a promo toolkit to be used with their clip driven spots. Buffered by top tags, title cards and pages, buttons and transitions, this robust delivery was the shining star of the 2021 awards season.