BIRD Design, a strategic creative consultancy based in Hollywood, and Buster, the motion graphics and animation division of L.A.-based marketing and production agency Stun Creative, collaborated on the brand refresh of multi-platform network FEARnet.

FEARnet Sizzle (:30)
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Eric Shiu, FEARnet’s head of marketing, engaged BIRD Design for this project. He says, “We asked BIRD to ‘refresh’ the network in a sophisticated and nuanced way—avoiding the expected while clearly communicating fear in all its forms: horror, thriller and suspense. Achieving this allows FEARnet to speak directly to its core audience in an authentic way while extending its appeal to a broader audience.”

BIRD Design developed the initial strategic thinking behind the brand refresh, including the development of the new FEARnet logo design, typographical treatments, color studies, imagery and a brand style guide. Based on FEARnet’s recommendation, Buster was selected to bring the vision to life through the creation of 3D motion graphics and animation comprising a full on-air graphics package, along with a series of network promotional IDs.

Peter King Robbins, chief creative officer at BIRD Design, says, “After receiving the briefing from FEARnet and developing our initial strategy based on their business objectives, our work with the team at Buster went extremely well. Whether contributing to strategy, putting our ideas into motion or working through the details of delivery within tight timeframes, Buster has been a fantastic partner.”

"Welcome to the Edge of Your Seat" (:30)
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“The resulting rollout of this brand refresh for their video-on-demand network and Web site has been very well received,” says Jonas Morganstein, Buster’s executive creative director. “By starting with a clear strategy from BIRD, together we have been able to achieve a refresh that not only works well in motion but also extends effortlessly to print and to other, out-of-home media.”

“BIRD Design and Buster make an incredible team by combining our natural strengths in strategy, art direction, motion graphics, print and out-of- home media. We look forward to teaming up with them again on future branding campaign projects,” adds Tabitha De La Torre, president of BIRD Design.

Additional FEARnet Campaigns
In addition to working with BIRD on the brand refresh project described above, Buster created two on-air campaigns for FEARnet.

Buster produced an original FEARnet image spot, working with client Eric Shiu, FEARnet’s head of marketing. Buster’s challenge was to create an image spot that would broaden the appeal of FEARnet to include thriller and suspense fans—expanding beyond the gore niche while still keeping that as an element. Shiu asked the Buster team to “convey the brand strategy that FEARnet ‘owns’ the emotion of fear, and thus establish the channel as the premier destination for a viewer when he/she feels the need for a good scare.”

Morganstein adds, “Buster’s creative approach tapped into the visceral excitement of a viewer literally being ‘on the edge of their seat.’ The spot we produced features a weathered armchair as direct evidence that a viewer has been watching FEARnet. The front edge of the seat is worn, and the armrests are scratched and tattered. To drive the message home, we greet the viewer with a type card that says, ‘Welcome to the Edge of Your Seat.’”

Buster director Kurt Spenser sculpted this straightforward concept to a dramatic fever pitch. He notes, “The dramatic tension we depicted in this spot arises from this FEARnet viewer’s vivid imagination—being spurred to life by her viewing experience. Our imagery helps FEARnet fans visualize what it’s like to literally be ‘scared senseless,’ as we play off the network’s tagline, ‘Can You Face It?’”

Buster Design also created a launch spot for a new FEARnet online series entitled Fear Clinic, starring Robert (“Freddy Krueger”) Englund. The :30 spot promotes the show, which portrays a doctor who specializes in treating patients with severe phobias by sending them deep into their worst fears—through a hallucinogenic approach—in order to cure them.