March 4, 2009

nailgun* Completes Show Open/Packaging and Promo Campaign For HGTV’s Newest Show 'Dear Genevieve'

Few design studios can boast the kind of relationship nailgun* shares with the HGTV network. Over the last year nailgun* has created numerous show opens/show packages, promo campaigns, toolkits and other design elements for their top shows, including three seasons of Dream Home – their tentpole event show that gives away a million dollar home. Their latest collaboration is the show open/show packaging and promo campaign for Dear Genevieve, which features the well-known interior decorator, Genevieve Gorder.


”We initially did the show open/packaging and they loved our take on the show so much they asked us to handle the promo campaign as well,” Michael Waldron, nailgun* Creative Director, says. “They wanted the promo to feel like the show package with a lot of different environments and a natural, eclectic mix of colors. We also incorporated a modern, contemporary look to be balanced with the earthy personality of Genevieve.”

The essence of the package was to present Genevieve in a personal way. The show is centered on Gorder offering down-to-earth advice to real people who have fallen out of love with their home. In each episode she delves into the gallery where viewers from HGTV.com have uploaded their design issues. Instead of just writing back with a suggestion, Genevieve provides the answer -- in person.

“She is one of those designers who gets right in there, she gets her hands dirty,” Waldron said. “She is not like ‘here is my sketch, go make it.’ We took her unique personality, which is very down-to-Earth, and blended it with a modern look.”

In the promo Gorder talks directly viewers about their home and asks them to email her their problems. Behind her a blend of 2D and 3D animation appears, including an invisible hand writing a letter to Gorder and illustrating furnishing ideas like couches and lamps.

“We put together the different layers to craft a stunning but simple package to reflect the essence of the theme,” says nailgun* Director of Editorial and Animation Erik van der Wilden.


About nailgun*:
With a strong belief that great art derives from making creative choices and sticking to them, veteran graphic designer Michael Waldron and editor/animator Erik van der Wilden launched motion graphics house nailgun* (www.nailgun.tv) in 2003. Since then the BDA Gold award-winning creative shop has been pushing boundaries while exceeding client goals with standout work for top advertising agencies and broadcast networks. Their clients include such companies as HBO, HGTV, ESPN, National Geographic, Crispin, Porter + Bogusky, Publicis and McCann-Erickson NY and Ogilvy & Mather.


Creative Credits:
Client: HGTV/ Dear Genevieve
Project: Show open/show package/promo campaign

Production/Design/Post: nailgun*, New York
Michael Waldron: Creative Director + Live Action Director
Erik van der Wilden: Director of Animation + Editorial
Elena Olivares: Managing Director

Web Resources:
Click here to watch the Dear Genevieve promos:
http://www.nailgun.tv/client/rightword/spots.html

Click here for more info about nailgun*:
http://www.nailgun.tv

Click here for more info about Dear Genevieve:
http://www.hgtv.com/dear-genevieve/show/index.html

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