Zoic Studios, known for producing creative content for advertising and episodic television, saw these worlds unite when tapped for the main titles for the new series TRUST ME, which premiered January 26 on TNT. TRUST ME centers on creative partners at a successful ad agency and is the brainchild of Hunt Baldwin and John Coveny, who have a decades of combined experience in the advertising world, having worked for J. Walter Thompson and Leo Burnett Advertising in Chicago before making the foray into television.
"It was great to get the call from these guys, since I've known of them since my days in Chicago's ad community," said Zoic Exec Producer/Co-Founder Steve Schofield. "We came up in the business at the same time and tapped into the convergence of commercials and entertainment, so having the opportunity to collaborate on this level was cool."
For the TRUST ME show open, Zoic focused conceptually on the creative ideation process at the root of every branding and advertising assignment. Using the show logo as the evolving wordmark, audiences see the dueling creatives trade pencil sketches, rough drafts and finally hero elements to form the approved "trustme" logo.
"It was this "brainstorm" approach that excited the client and felt truest to the core conflicts in the show," says Creative Director Derich Wittliff. "Despite the short duration (six seconds), we were able to riff on numerous versions of the piece, exploring every aspect of the concept from early thumbnail storyboards to a mock corporate presentation."
Ironically -- or perhaps logically -- it was an early "work-in-progress" version that was refined and ultimately made the cut.
Set against the backdrop of the high-pressure world of advertising, TRUST ME focuses on Mason (Eric McCormack) and Conner (Tom Cavanagh), a pair of ad men whose strong creative partnership has served the firm of Rothman Greene & Mohr extremely well over the years. Mason, an art director, is a responsible, workaholic family man with a beautiful wife, Erin, two children and an undying loyalty to the brands he helps sell. By contrast, his writing partner, Conner, is a single, impulsive copywriter with the attention span of a teenager. Their yin-yang relationship is put to the test when Mason is named a creative director of the agency, making him Conner's boss. The series follows the changing dynamics between the two friends, who are better together than they are apart.
Exec Producer: Steve SchofieldCreative Director: Derich WittliffDesigner: Darrin IsonoCompositor: Jason ZimmermanProducer: Maya SanchezCoordinator: Adam Reeb