FX Movie : Brand Refresh
FXM asked us to update their movie network branding, originally designed and animated by Block & Tackle in 2015. The goal was to maintain the spirit of the original identity while reimagining it with a more contemporary look, creating a visual system that felt neutral, flexible, and still captured the emotional impact and nostalgia of classic films.
To build the refreshed visuals, we distorted footage to create abstract streak elements and barcode-like textures, establishing a unique visual language for the brand. The updated package included logo IDs, menu pages, movie promo opens and endpages, interstitials, lower thirds, and bugs.
As the key motion designer, I was responsible for animating the movie promo packages and adjusting color treatments across the entire system to maintain a cohesive and updated look.
*All movie clips were used for reference purposes only.
To build the refreshed visuals, we distorted footage to create abstract streak elements and barcode-like textures, establishing a unique visual language for the brand. The updated package included logo IDs, menu pages, movie promo opens and endpages, interstitials, lower thirds, and bugs.
As the key motion designer, I was responsible for animating the movie promo packages and adjusting color treatments across the entire system to maintain a cohesive and updated look.
*All movie clips were used for reference purposes only.
Animation Exploration
Visual Language Development
I started by distorting generic footage — stretching, compressing, and adjusting the speed (slowing down and speeding up) to create unique abstract streak and barcode-like textures. These became a visual library, capturing the emotional range of numerous film genres.
Animation Process
Interstitial A – Initial Animation 01
Designed a still frame using the abstract streak textures, carefully arranging them for animation reference.
Interstitial A – Initial Animation 02
Roughly positioned solid streak elements into 3D space and animated a subtle camera move to create the initial interstitial scene.
Interstitial A – Initial Animation 03
Replaced the placeholder solid streaks with fully animated streak textures, refining the camera movement and positioning.
Replaced the placeholder solid streaks with fully animated streak textures, refining the camera movement and positioning.
Interstitial A – Initial Animation 04
Integrated creative director feedback and added reference movie footage to test pacing and emotional tone.
Integrated creative director feedback and added reference movie footage to test pacing and emotional tone.
Interstitial A – Final Result
Finessed keyframe timing, refined camera movement, performed color correction, and delivered the final movie promo interstitial animation.
Interstitial B – Final Result
Created an alternate version of the interstitial animation, exploring different pacing and layout approaches.
Interstitial A – Color Options
Developed a blue-dominant color option, along with three additional palettes representing different movie genres, such as action, drama, comedy, and family themes.
Interstitial B – Color Options
Applied the same color treatment approach as Interstitial A.
Open A – Final Animation
Developed a blue-dominant color option, along with three additional palettes representing different movie genres, such as action, drama, comedy, and family themes.
Open B – Final Animation
Applied the same color treatment approach as Open A.
Lower third –Final Animation
Created simple lower thrid animations by combining different streak elements, designed to complement the overall visual system.
Color Process
Movie Promo Package 01 – Blue Option
Adjusted the color palette following brand guidelines to create a blue-dominant version, incorporating hints of pink, purple, and green. This version was designed for action and sci-fi movies.
Movie Promo Package 02 – Red Option
Created a red-dominant version, incorporating hints of orange, green, and pink. This version was designed for drama and action movies.
Movie Promo Package 03 – Green Option
Created a green-dominant version, incorporating hints of yellow and blue. This version was designed for comedy and family movies.
Created a green-dominant version, incorporating hints of yellow and blue. This version was designed for comedy and family movies.
Movie Promo Package 04 – Purple Option
Created a purple-dominant version, incorporating hints of yellow, blue, and red. This version was designed for family and drama movies.
Created a purple-dominant version, incorporating hints of yellow, blue, and red. This version was designed for family and drama movies.
Credits
Produced by Block and Tackle
Client : FX Movie Channel
Creative Director : Adam Gault
Designer : Carol Cai, Dong Jun—Shon
Motion Designer : Dong Jun—Shon