Buster, a conceptual design studio that specializes in motion graphics for the advertising and broadcasting industries, was retained by FOX to develop, animate and produce an on-air teaser campaign for the FOX fall TV series Fringe. (Buster is a division of Stun Creative.)
For the on-air tease animation promotion for Fringe, Buster worked from the initial graphic symbols found in nature that had been developed by the internal design team at FOX. These symbols, key points for viewers to key into, suggest the show’s science- and nature-themed premise. Buster developed a number of :10 on-air tease animations that have aired on FOX since June.
Says Jonas Morganstein, Buster’s executive creative director and executive producer, “When Michael Vamosy and Justin Owens from FOX showed us their print campaign for Fringe, we knew their approach would translate well on-air. The print campaign features a series of elements found in nature—like a leaf or an apple—that appear normal at first. But after closer inspection, you realize there are incongruous elements in the imagery: a geometric pattern in the leaf and two human embryos inside the apple. To translate these concepts into a series of :10 teaser promos, we decided to create that same sense of surreal discovery, by opening the visuals on a normal (though eerie) scene, and then slowly revealing a tweaked/unusual detail. Our challenge was to amp up the show’s promise of mysterious storytelling while keeping the imagery subtle enough for the viewer to say, ‘Whoa. Did I just see what I think I saw?”
Michael Vamosy, senior vice president of design at FOX, says, “Buster did a great job of bringing our Fringe icons to life. We’ve been using these icons in an interesting and mysterious way to lure viewers into the show with a visual puzzle. By seeing these elements move and listening to the sound design that Buster created for us, our viewers get a chance to react to them in a whole new way.”
Adds Justin Owens, FOX director of broadcast design, “Buster took the already intriguing and mysterious icons from Fringe to a whole new level. They pushed past the expected and delivered, well, the unexpected. They not only helped to graphically build the entrance to the rabbit hole but helped send viewers right down it as well.”