press release
VH1 'I Want To Work For Diddy'
Eyeball delivers for Diddy
Retro intro for mogul’s new VH1 show reminiscent of Bond titles
New York City (September 10, 2008) – Eyeball wants to work for Diddy.
The versatile Soho-based design agency crafted the intro for VH1’s new reality show,
I Want To Work For Diddy, and was delighted by just how closely they wound up
working with the rap star himself.
“Initially we met with VH1 and director Maurice Marable. We made a game plan and
after a few weeks started meeting with Diddy himself. From the first meeting it was
clear that Diddy had a vision of what expected the open to be: 1970’s, James Bond,
simple and bold,” said Eyeball’s CCO, Limore Shur.
Eyeball embraced the challenge of executing Diddy’s vision. “Diddy would have a
five or ten minute window to meet with us so we decided to communicate with him
with visuals, not words. In order to build the story of the open we brought him
dozens of illustrated scenes like a menu,” noted Shur. “Diddy picked his favorites
from these scenes which enabled us to quickly fashion a narrative.”
The intro features silhouettes of executive assistants doing everything from jumping
off moving boats to running up stairs that crumble under their feet, as well as shots
of Diddy living large on his yacht or in a Lear jet. These silhouettes were juxtaposed
against footage of water and explosions that were tinted a solid color. This simple
approach gave the spot a genuinely retro feeling that was based on the technical
limitations of the original Bond opens. It had to feel as if this was achieved optically,
in camera. The intro is also set to original music composed by Expansion Team.
Creative Director Alex Moulton directed a perfect cross between retro, Bond score
and Diddy’s own sound.
“Rather than go with the expected hip hop iconography, Eyeball’s packaging
reinterprets the classic James Bond movie main title. The open captures the spirit of
danger and adventure inherent in working for one of entertainment’s most stylish
and demanding iconoclasts,” said VHI SVP of Brand & Design, Phil Delbourgo.
“Eyeball did a great job reinterpreting a classic as well as capturing Diddy’s image
as an international icon.”
Eyeball was thrilled to work with VH1 again. “Phil and Nigel come from the same
school of design and strategy that we do, which allows us all to have great
shorthand when it comes to working on these types of projects,” said Shur. “We all
speak the same language which helps to deal with any curveballs.”
[About eyeball]
Eyeball is a multifarious design company located in New York City. For 16 years, the team at Eyeball has designed and produced compelling strategic communications for corporations, broadcast networks and advertising agencies. Their work ranges from commercial and film direction to branding, experiential, and interactive projects. Learn more at http://www.eyeballnyc.com/
http://www.eyeballnyc.com/pr/images/pr-discovery_projectearth.mov
[Credits]
VH1:
Nigel Cox-Hagan, EVP, Creative and Consumer
Phil Delbourgo, SVP Brand & Design
Amanda Havey, VP, On-Air Graphics
Wendell Wooten, Executive Producer, On-Air
Eyeball:
Limore Shur, Chief Creative
Jory Hull, Creative Director
Mike Sullo, Executive Producer
Erica Hirshfeld, Producer
David Pocull, Lead Animator/Designer
Mara Smalley, Designer
Ayato Fujii, Animator
Anthony Jones, 3D Lead Designer/Animator
Nadine Yamout, Animator
Jonathan Gershon, Animator/Designer
Brian Douglass, Assistant Editor
Brian Dunnigan, Design Intern
[For more information, art or interview requests please contact:]
Townsend Belisle
212-431-5424
