New look combines live-action & animation to celebrate everyday childhood moments.
LOS ANGELES -- Creative solutions company Oishii Creative recently contributed to the brand refresh of preschool television network Sprout, whose new brand identity is highlighted by the tagline, “Free to Grow,” with a vibrant on-air look that combines live-action and motion graphics. Oishii Creative produced more than 60 promotional elements for the network refresh, including live-action spots, lower thirds, bumpers, IDs, end pages, transitions and promo toolkits.
“Sprout and Oishii worked closely together to establish our new brand look and feel, showcasing just how vibrant our audience’s real world can be,” says Jennifer Giddens, VP of Marketing at Sprout. “Together, we brought Sprout’s vision for celebrating real kids and the possibilities that exist through learning by doing, cultivating their curiosity, and finding the extraordinary in the ordinary.”
“We created lifestyle vignettes to creatively capture the real-life wonder and moments that preschoolers experience in the world,” says Ismael Obregon, Co-Founder and Chief Creative Officer of Oishii Creative. “Young children should be encouraged to play, to explore and to grow with unfettered possibility, which we tried to portray authentically in the brand spots.”
Oishii developed the on-air identity around the theme of “finding the extraordinary in the ordinary” by combining everyday objects with live-action, animation and modern design. This visual language reflects how children seamlessly blend reality with imagination. Each branding element was created using found objects and props whimsically reimagined as something different: pillows become campfire marshmallows, while a blade of grass becomes a feather in a fedora.
From the live-action shoots involving hundreds of kids and animals, to the original music and sound design by Unbridled Sound, Oishii scrutinized every production detail to convey a unified network voice in order to speak with Sprout’s niche yet wide-ranging audience of children, parents and caretakers; moreover, to establish a respectful dialogue that would celebrate children, rather than talk down to them.
“Working on this brand refresh for Sprout calls to mind our own philosophy as an agency, which is ‘Dare to Inspire,’” concludes Obregon. “It means that every creative element, every project is an opportunity to inspire someone. We invoked this spirit completely while developing this campaign. In this case, it’s inspiring kids to see their world from a different point of view, and inviting adults to join in on the wonder.”
Source: Oishii Creative
Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.
