Viewpoint Creative Brings HBO's 'Year-End' Image Spot To Life

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Premium Network Taps Creative Agency For Emotional Look Back On '07 and '08 Preview BOSTON, MA – A centerpiece to HBO's on-air branding is their annual year-end spot. Once again, the network has turned to award-winning creative agency

Viewpoint Creative

to create and execute this crucial two-minute piece celebrating where the channel has been and where it is going. "These spots are an exciting challenge for us. They get a lot of scrutiny and they need to hit just the right tone -- tugging heart strings as we reflect on 2007 and building excitement as we talk about 2008,"

Michael Middeleer

, Viewpoint's Executive Creative Director said. "It's gratifying to work with the folks at HBO who really appreciate it when you come up with a fun, fresh idea, and then nail the execution." For this assignment Viewpoint developed an imaginative visual design that highlights characters from HBO shows then transforms them into a magical swirl of random typography that moves gently across the screen. The type, as if caught by a breeze, falls together to form the on-screen copy. The spontaneous effect, coupled with the evocative song "Best Year" by singer/songwriter Graham Coulton, perfectly honors the creative achievements of 2007, such as The Sopranos, Rome, Curb Your Enthusiasm and Big Love, and looks to a promising 2008 with new seasons of Entourage, The Wire, Flight of the Conchords and the dramatic new mini-series, John Adams.

"The spot is a celebration of everything HBO," Viewpoint's Creative Director, Design

Joseph Kiely

said, "and it's also a great example of the kind of resource we can be for clients. This was a complex design involving extensive rotoscoping, 2D/3D animation, compositing and several particle generation effects, all working at full HD resolution. We're one of the few companies that could handle both the creative and execution of a project of this caliber, and we're proud that HBO continues to challenge us to come up with strong creative concepts and innovative executions for their all-important image spots."

About Viewpoint Creative:

With offices in Boston, MA and Los Angeles, CA, and 19 years experience, the award-winning creative agency Viewpoint Creative has built a well-earned reputation for its ability to motivate consumers to act with immersive brand experiences. With a commitment to strategic thinking across every conceivable medium, the company has lent its considerable skills to such clients as ABC, Bose, Discovery, Fox Sports, Gillette, HBO, HGTV, PBS, Mattel, Sci Fi Channel and the Wall Street Journal. For more information check out their website at


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