Belief Takes Stars to the Edge

In branding and promoting its latest premium cable outlet, Starz/Encore turned to Santa Monica-based broadcast design and production studio Belief to create a spot featuring dynamic graphics evocative of the name Starz Edge. Working on Apple G5 workstations, the company’s artists employed Adobe’s Photoshop, AfterEffects and Illustrator, as well as Maxon Cinema 4D and Apple Final Cut Pro to craft some stellar whiz-bang to accompany music by Hoobastank.

“Big, bold and green is the signature look of this new channel, so we strived to create a high-energy spot that would stay on brand, yet also be exciting and impactful,” says Belief exec creative director Mike Goedecke.

“Through clever use of transitional-type devices, we managed to give the spot a sense of place at the same time as delivering the information we needed to,” adds creative director and designer Richard Gledhill. “By projecting movie clips onto the typography, we could travel in and out of the edit with aggressive camera moves and never lose pace.”

With the tagline “Flicks and Picks for the New Generation,” Starz Edge offers movies, music videos and fashion-oriented programming. The new spot will be airing the week of Aug 15th across on Starz/Encore channels and other outlets.

Other Stars/Encore channels include Starz HDTV, Starz On Demand and Starz Ticket. Starz Entertainment Group, a wholly-owned subsidiary of Liberty Media Corporation, can be found on the web at www.starz.com.

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