FEB. 6, 2017 · BY RAMSAY HORN
Filling any empty chair, floor or wall space available, the aTVfest crowd packed the SCAD Digital Media Center for the world premiere of the SCAD student-created Adult Swim network IDs. Short form animations that run throughout programming, Adult Swim IDs are different from other networks' IDs in that they don't rely on show content for reinforcing the brand and promoting various programs. Artists are given free reign to make their Adult Swim IDs true works of art. Which is exactly what SCAD students working in the SCAD Collaborative Learning Center did.
"I generally have to say to new artists several times that when we say 'whatever you want' we mean, really, you can do whatever you want. Bring us something you've been dying to work on," said Chris Hartley, vice president of on-air production at Adult Swim during the aTVfest animated panel.
Through the CLC, students and faculty partner with the world's most recognizable companies and organizations to conceptualize and create revolutionary design solutions, including advertising campaigns, user experiences and prototype plans.
Now in its second installment, this year's Adult Swim SCAD CLC partnership brought together 17 hand-selected animation, illustration and motion media students for a 10-week project to create six unique and compelling network IDs, mentored by the Adult Swim on-air executives.
At the start of their CLC journey, the students were asked to answer one question: "How does one market in a surprising way to today's audience, who are over-saturated with marketing?"
Creating a captive audience is like swimming upstream. Yet for more than a decade, Adult Swim has been #1 in basic cable with young adults. SCAD CLC students were privileged to learn from the inside how Adult Swim maintains and grows their avid audience.
SCAD alumnus and Adult Swim/Cartoon Network vice president and creative director on-air, Jason DeMarco (B.F.A., film/video production, 1996) and Hartley joined four talented SCAD CLC students on stage to discuss how Adult Swim has stayed at the forefront by constantly innovating and capitalizing on numerous non-traditional ways of viewing programming.
The takeaway: Adult Swim embraces viewers who play and communicate with Adult Swim and with each other, generating a more immersive fan experience.
Following the world premiere at SCAD's fifth annual aTVfest, the student's network IDs are now viewable on Adult Swim's YouTube channel and will soon air on national television.
Links:
Toonami: Welcome Back
Blacklight Zone
Buzzkill
Chase Ventures
Demonic Toilet
A Dish Best Served Pickled
Original post:
https://www.scad.edu/blog/atvfest-premieres-adult-swim-ids-created-scad-students