What: 
Cablevision approached Funny Garbage to create a brand identity kit and 60 minutes of high definition interstitial programming for “Family Room,” a new cable channel for 9 to 11 year olds

Where: 
“Family Room” is a high definition Kid’s Cable Channel available through Cablevision’s VOOM package, a suite of 10 niche focused content offerings

When: 
Premiered in January 2005

Project Challenge: 
When Cablevision approached Funny Garbage, VOOM was a suite of high definition channels that lacked individual identities. Cablevision’s overarching initiative was to differentiate between the channels by creating uniquely branded niche identities and programming targeting each core demographic group. Working within an ambitious timeframe and budget, the challenge for FG was to produce a broad list of deliverables that appeals to the “Family Room” audience, and matches the VOOM identity.

How did we do it?
FG applied a flexible and efficient production methodology to complete this two tiered project on time and on budget. To take advantage of the quality of high definition television, we incorporated macro photography and high resolution digitized artwork, commissioned from kids, and designed all of the elements within a consistent brand identity.

To create the brand identity kit, we used a high speed/high definition camera to conduct an in-studio shoot with talent and graphic elements. All assets were animated and assembled in After Effects, and on-lined using Final Cut HD. The final identity kit included a style guide, logo, 10 unique channel IDs, an image spot toolkit, and branded backgrounds designed as customizable slates.

The interstitial project required sixty minutes of spots, ranging from twenty to ninety seconds in length. After casting thirty kids in New York and Los Angeles, we supervised two multiple camera high definition, on location, video shoots, and four in studio still photography shoots. We then animated and collaged the assets in After Effects to create the final spots, and used Final Cut HD to on-line the final elements. In all we created four distinct styles of spots with multiple iterations, resulting in sixty three unique pieces of programming.

Why was it successful?
Funny Garbage drew on its experience and expertise developing children’s media brands to create a channel that is literally “by kids for kids.” Empowering a group of talented kids with the opportunity to populate the channel with their own artwork, video footage, and other visual fun, FG created a way for “Family Room” to speak directly to its core audience of nine to eleven year old kids. The final result was a compelling and accessible brand identity that kids were attracted to and inspired to watch.