D'OH!

FXX Network IDs

Client

FX

The first chapter of this project was a block of IDs to support FXX’s expanded Animation Block. FXX has assembled a formidable lineup of animated titles produced by FX Productions or sibling 20th Television, including Archer, Cleveland, King of the Hill, The Simpsons, Family Guy, Futurama as well as Bob Burgers. With all of these epic shows under one roof, it was time to brand the programming block and cement it as the tentpole for FXX. With the goal of producing a series of branded IDs, we dove into our design exploratory phase led by BGSTR Art Director, Carol Cai. Cai's illustrative approach with cheeky touches hit all the high notes with the team at FXX early on and set the groundwork for the collaboration.

FXX Network IDs

Welcome to the party

Animation Block

Animation Block

Cai’s approach stood out because not only is her illustrative style highly unique, she deftly incorporates elements into the art direction that reflect the pulpy, edgy and sometimes NSFW elements of the adult animation shows being featured. The FXX team wanted the IDs to feel like an integral part of the brand, and the humorous take was an approach that felt very authentic to FXX and married it with a cheekier and edgier version of itself, perfect for late night.

01/03

Carol Cai concepted and art directed the :10-second IDs, all packed to the brim with the subversive humor the original had been ideated on. This humor came through in the initial ideas she explored including a vortex wormhole and a group soak in a hot tub where several of our famous characters can be found. Walking the line between comedic and edgy gave us a fun space to play in with our illustrated style; we used a lot of liquids and some ambiguous close-ups.

"Wormhole" and "Tub Buddies" Design Frames
It’s so great as a producer to just let Carol sit with something for a day and then she’ll always come back to me with an amazing idea. I have total trust in her. Her ideas are always really fresh and funny and her illustration style is so specific that both the client and I felt total confidence in her.
Kristen PritchettProducer

level up

The Art of Cel

The Art of Cel

After prepping the :10-second spots, we then handed them off to Peter Schmidt, an illustrator and cel animator, who began the process of drawing the spots frame by frame. We were able to facilitate this process even more by having Senior 2D Animator Casey Drogin streamline some of the bigger illustrated moments in After Effects. This includes elements like the hot tub bubbles that would be intensively time consuming to draw frame by frame.

Cel Process Line Rendering - "Tub Buddies"
Cel Process Line Rendering - "Wormhole"

The creative process led to many memorable moments, including the sound effects Cai created to accompany the ‘tub buddies’ spot with bubble noises and splashing water. We ended up not doing the final sound mix, but included our post-edits in our package to FXX.

holiday cheer

Family Guy Holiday IDs

Family Guy Holiday IDs

We kept our nose to the grindstone drawing all day every day to turn this package around for FXX and were thrilled with how the IDs turned out. The feeling must have been mutual, because before we knew it, we were back to the drawing board, concepting and branding a new block focused on a Family Guy marathon due to debut over the holidays.

Running Cycles - "Vortex"

The, ‘Avoid Your Family, Family Guy Marathon’ aired over the holidays, but we didn’t want it to feel too specific to Christmas. Snowflakes, Stewie dressed as an elf, gingerbread sweaters…there are elements of holiday cheer but the overall focus of the spots remains on the key Family Guy characters and builds up anticipation of the marathon. We managed another speedy turnaround and these holiday specific IDs hit the air ahead of the 368-episode marathon.

Initial Sketches "Tangle"
Process - "Tangle"

The FXX team was great to work with because they’re so willing to explore a vision and give us the amount of creative freedom to really take things to the next level. We all had fun riffing on ideas back and forth, and their notes helped guide our ideas and keep us on brand AND on air by making sure we just toed the line of risque while keeping the spot’s sense of humor intact. Overall, our team of artists made quick work of the complex process of hand illustrating and then cel animating these four IDs. It's a testament to both the expertise of our artists and a great working relationship with our client that we were able to nail the creative and the humor of the IDs and look forward to the next round!

Props where props are due

Credits

Network IDs
  • Executive Creative Director
    Josh Norton
  • Executive Producer
    Carson Hood
  • Producer
    Kristen Pritchett
  • Art Director, Designer/Illustrator
    Carol Cai
  • Cel Animators
    Peter L. Schmidt, Efrain Cintron, Casey Drogin, Carol Cai
  • AE Animation
    Casey Drogin
Holiday IDs
  • Executive Creative Director
    Josh Norton
  • Executive Producer
    Carson Hood
  • Producer
    Kristen Pritchett
  • Art Director, Designer/Illustrator
    Carol Cai
  • Cel Animation
    Peter Schmidt, Jane Wu, Casey Drogin, Carol Cai
  • AE Animation
    Casey Drogin, Jane Wu, Carol Cai

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