Oishii Creative recently collaborated with E! Entertainment to develop the main titles, logo and in-show graphics for the "E! Entertainment Special: Tim Tebow's Wild Rise," a 30-minute special highlighting the meteoric rise of NFL quarterback Tim Tebow.
The show focuses on the lightning-in-a-bottle phenomenon that is Tim Tebow, the New York Jets quarterback who was a star athlete at the University of Florida and 2007 Heisman Trophy winner - and why he has dramatically risen to become one of the most popular celebrities in the world. The main titles capture this exciting energy through fast-moving type, graphics and images of Tebow interspersed with pops of red and orange.
"Working with Oishii Creative on 'Tim Tebow's Wild Rise' was a fantastic experience," says Carey Zeiser, Supervising Producer at E! Entertainment. "They brought a high level of creative integrity to the project and were able to work within our parameters while still thinking outside the box. What they executed creatively was matched with a strong sense of professionalism on the business side. They hit every deadline, came in on budget and managed every step of the process skilfully and efficiently."
For Oishii, the challenge was telling the complex story of a cultural icon in seven seconds that was framed within the look and feel of E!. President/Creative Director Ismael Obregon and his team worked closely with the network to find a specific tone and voice for the open.
"The seven-second time sequence meant the piece had to be very brisk, but not frantic," Obregon says. "We ultimately chose to take different points in the story-building aspect of the open and rhythmically cut them in a fast-paced manner without losing the context of what the viewer is seeing."
It was also important that culture - and not sports - guided the strategy for the creative since the story focuses on Tebow's rise to super stardom. For Oishii, the project was an opportunity to harness its multidisciplinary capabilities and knowledge of sports and pop culture.
"This project tapped into things we love: culture, style and design," Obregon concludes. "These three elements allowed us to truly innovate and enjoy the process. The client had a strong vision of who and what they want to be, giving us a clear path for finding the right visual solution for the open. Working with creative collaborative partners like E! was exactly what we look for in projects; it's what really excites us at Oishii Creative."
Client: NBCUniversal / E! Networks
Executive Creative Director: Reuben Lee
Executive Director of Production: Dione Li Athey
Supervising Producer: Carey Zeiser
Creative Agency: Oishii Creative / Los Angeles, CA
Creative Director/Designer: Ismael Obregon
Executive Producer: Daniel Walkup
Senior Producer: Greg Heffron
Production /coordinator: Scott Rothstein
Postproduction Company: Oishii Creative / Los Angeles, CA
Animator: Kyu Kim
Graphic Designer: Dustin Norman
Technology: After Effects