ABC tv Ident series 1997-1999
This project was a large series of idents [93 across 3 years] for ABC tv Australia. CD Russell Smyth [now Ogilvy Sydney] came up with this beautiful concept of having one of the subjects draw the ABC logo in the air.
This project was a large series of idents [93 across 3 years] for ABC tv Australia. CD Russell Smyth [now Ogilvy Sydney] came up with this beautiful concept of having one of the subjects draw the ABC logo in the air.
Initially the plan was to create a years worth of ID's in batches [ about a dozen at a time]. The overall brief - handed for the first time to external ad agency Batey Kazoo, was to embrace and inclusively show Australia's multicultural makeup, and identify that we ordinary Australians pay for and thus own the ABC. Additionally the brief was to imbue the series with a contemporary Australian identity.
Our composer Ken Francis created music for most of the series, with an agenda to create unusual and captivating musical "foils" rather than literal & typical "TV Ident" soundtracks, and curated a small amount of licensed music when only that would do. Hot Chocolate's "Heaven's in the Back Seat" for example, underscored one ident. Ken decided to reinvent the classic ABC three note melody in all manner of sounds to bring a home-made Aussie humour and voice to complete the "branding".
Ken on the project: "The visual idea just blew me away, even in the trial shoot. It was so great being able to watch people in the lives then draw the sine wave in their own styles and it was perfect for the network. The team were busting to try awesome ways to capture real people in all their captivating humanness... and so I just painted with musical and sound stuff that spoke to the human on the screen - some sort of lateral backstory preferable - and with fun or dignity. preferably both. I LOVED trying to find things that just lifted you out of the ordinary view..."
For the award winning first part of the series, ex-Melburnian, now Parisian director Greta Morton Elangue brought her spectacularly beautiful slo-mo sepia magic to these award-winning vignettes.
The series won 6 of the 13 possible awards at the ATV awards in 1997, including Ad of the Year, Agency of the Year, Best Music in a Promo or Advertisement and Campaign of the Year.
Our composer Ken Francis created music for most of the series, with an agenda to create unusual and captivating musical "foils" rather than literal & typical "TV Ident" soundtracks, and curated a small amount of licensed music when only that would do. Hot Chocolate's "Heaven's in the Back Seat" for example, underscored one ident. Ken decided to reinvent the classic ABC three note melody in all manner of sounds to bring a home-made Aussie humour and voice to complete the "branding".
Ken on the project: "The visual idea just blew me away, even in the trial shoot. It was so great being able to watch people in the lives then draw the sine wave in their own styles and it was perfect for the network. The team were busting to try awesome ways to capture real people in all their captivating humanness... and so I just painted with musical and sound stuff that spoke to the human on the screen - some sort of lateral backstory preferable - and with fun or dignity. preferably both. I LOVED trying to find things that just lifted you out of the ordinary view..."
For the award winning first part of the series, ex-Melburnian, now Parisian director Greta Morton Elangue brought her spectacularly beautiful slo-mo sepia magic to these award-winning vignettes.
The series won 6 of the 13 possible awards at the ATV awards in 1997, including Ad of the Year, Agency of the Year, Best Music in a Promo or Advertisement and Campaign of the Year.
CREDITS
Music Production: Fresh Music
Music Selection & Licensing: [TripleJ Vsn] Fresh Music
Composer/CreativeDirector: Ken FrancisFresh Producer: Natalie Dickens
Agency: Batey KazooExec Producer: Fred MadderomCD: Russell SmythAD: Fred Madderom
Director: Greta Morton
Producer: Sheridan Nilsson
Director: Steve Rogers
Producer: Michael Ritchie
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Music Production: Fresh Music
Music Selection & Licensing: [TripleJ Vsn] Fresh Music
Composer/CreativeDirector: Ken FrancisFresh Producer: Natalie Dickens
Agency: Batey KazooExec Producer: Fred MadderomCD: Russell SmythAD: Fred Madderom
Director: Greta Morton
Producer: Sheridan Nilsson
Director: Steve Rogers
Producer: Michael Ritchie
YouTube
