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Flying Machine & PURE to Launch SKY Cinema Classics

New York-based visual communications and effects studio PURE and design studio Flying Machine joined forces to launch a new 24-hour channel for European satellite broadcaster SKY Italia, SKY Cinema Classics. The focus will be on Italian and American classic films from the 30s through the 80s. SKY Cinema Classics launched on Sept. 3.

With just over two months until the September launch, SKY Italias creative director Nils Hartmann turned to Flying Machine, who partnered with PURE to design and produce a complete on-air package for the new channel. The key players in the project were Micha Riss, creative director of Flying Machine, Steve Tozzi, creative director of PURE and Sally Kapsalis, exec producer of PURE. Riss had previously worked on two packages for sister channel SKYCinema and understood SKYs style and brand philosophy.

Riss explained, The challenge in this project was to introduce a classic movie channel without relying on the obvious clichés. We wanted to give the classical subject matter a fresh look while at the same time staying true to the nature of the programming. It was equally important that we create style that can live beyond the on-air look to promotions for print and online as well.

A lot of research went into developing the concept that is centered on the premise that when people think of classic films they often recall the posters that promoted them. It was in these posters that the concept was born. Tozzi noted, Our intent was to bring representations of these famous posters to life, to physically journey into the world within each of them. Since we were not using any footage from the original films we crafted productions to capture sequences that would give us just the right action and perspective to blend seamlessly with the imagery we were creating. The look of the package is both modern and bold with a nod to the classic films that are paid homage to.

Due to the daunting task of creating visual pieces that would span five decades of cinematic history, the designers incorporated a second dialect into their design language. Classic movie moments were recreated and filmed, then incorporated into a variety of settings. The integrated design solution called for two live-action shoots.

In New York, Tozzi directed a live-action shoot for the bumpers, idents and the primary movie open that will be shown prior to feature presentations. Tozzi was tasked with capturing numerous actors in a greenscreen set environment to correspond with virtual sets that were being modeled entirely in CG. The process went smoothly in large part due to exacting previs work performed for Tozzi by Michael Wharton, director of animation at PURE. Set in an elegant theater, the open treats us to a wealth of cinematic imagery from decades past. A World War II fighter plane glides by as a figure in a trench coat makes his way past us. A blend of typography, familiar characters and historic moments occupy the dimensional space. As we find our seat, the curtains draw open and the screen is brought to life by the flickering light of a projector.

Concurrently, Riss directed a shoot in Italy for the packaging of Spazio Italia, a programming block that features the best of classic Italian cinema. The Spazio open takes the viewers on a journey that leaps through time venturing between the 30s, 40s, 60s and 70s. Posters designed to look like classic advertisements are covered with a fresh coat of paint. The images, intercut with footage from classic films, are displayed in graphically rendered, stylized movie posters. In the end, the Spazio Italia logotype is revealed as if projected on the newly painted white wall.

Hardware/Software:Discreet flame, Softimage XSI, Adobe After Effects, Photoshop and Illustrator, Apple Final Cut Pro HD and Power Macintosh G5 workstations.

PURE credits include:* Bill Denahy (visual effects supervisor)* Michael Wharton (director of animation)* Phil Avanzato (CG animator)* Vinnie Fugere (designer/animator)

Flying Machine (www.flyingmachine.tv) is a New York-based creative design and art hub. Working within a variety of media, the studio creates visual solutions for entertainment, advertising and branding.

PURE (www.pureim.com) is a visual communications studio, an idea company and a design studio.

Bill Desowitz's picture

Bill Desowitz, former editor of VFXWorld, is currently the Crafts Editor of IndieWire.

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