In 2014 we came together with HBO to co-create the new image for HBO Latin America and during that process we realized that HBO's distinguishing factor was the time given to breaks in programming that only come at the end of an episode or movie. There were more seconds for the communication pieces and that's when we knew that a premium service needs time to be enjoyed. Fast and rushed seemed to be more superficial, with less value, while something soft, slow and elegant had an inherent premium quality to it. That's when we concluded that premium equaled taking our time and that couldn't change. The difference today is the digital factor where speed is important, especially when it comes to streaming and navigation. So we set out to find the perfect balance.
Animation was crucial to showcase the enormous amount of available content while still being a premium service. Content is HBO's main asset due to its quality, cinematographic aesthetic and world class talent. Our goal for the new branding was to highlight the footage as the protagonist while still communication the information without overshadowing the beauty and visual impact of the images.
Client: American Express
Agency: Ogilvy & Mather New York
Art Director: Greg Lanway
Copywriter & SFX supervisor: Reid Masimore
Associate Creative Director/Art: Joel Kurtz
Senior Copywriter: Emily Clark
Account Executive: Tori Howlett
Senior Producer: Mina Vuletic
Creative Director: Mariano Farías
Executive Producer: Inés Palmas
Line Producer: Clara Etcheverry
Directed by Fede Kanno & Willy Zapiola
Art Direction: Fede Kanno & Willy Zapiola/
Animation Direction by Hernán Estevez
Story Board and Animatic by Sergio Kechu
Camera Animation by Mariano Farías.