Brief:  Well, on this project, I learned what a “Mondo Shoot” was.  Basically we get nearly every star from the network’s programming for about a second (or a little more), and we have to shoot them for promos that run between their shows and commercials.  There are other demands upon them as well with a print shoot and an affiliates shoot, all squeezed into a very small window... So, the brief?  Easy to shoot, centrally organized, able to match mood of a variety of shows - from comedy to drama - and in a palette and form that reinforces the brand and identity of the network.

(1,2)  Overall stage views showing the organization of the sets to accommodate “central” lighting and shooting.  In the upper right corner of image 1 we just catch a glimpse of the “Flat Background” area, with it’s drops and flats.  The “CW” cushion set is in the foreground.

(3,4)  Maquettes for the large “CW” and “Cushion” sets.  The large “CW” logo can support the weight of several actors at once and is illuminated with multiple circuits of neon in order to control luminance.

(5, Below)  Small sets from the stills stage, note that I was able to use materials and graphic treatments that might distort or “buzz” on a television.

(6)  The large “CW” logo

(7)  The “Hallway” set, illuminated with neon graphics that relate to CW identity, and the small “CW” internally illuminated hand prop.  This set could be lit brighter or darker to match mood of programming, plus, the neon was cyclable.

(8)  “Thumbprint” Flat

(9)  “Accordian Subway Set” comes together into the Logo.