Micro-length titles common in today’s shows are a unique challenge when designing with story in mind. Subsequently, we developed a sequence which firstly, conveys a sense of invention. Secondly, it depicts planning through execution, and finally, sets up the environment of the show. All within a 5 second run time.

Food Network created an upbeat show that is cut with energy and a healthy sugar buzz. So we not only had to develop a visual vernacular, but that vernacular had to read well in quick bursts. Consequently, themes from the show were prioritized for the creative arc. Speed and story can work together but oftentimes are at odds with readability and understanding. Then once we knew what we were animating, camera movement and art were tested repeatedly for comprehension.

We knew Food Network Challenge would be driven by different daily themes, so we designed opportunities to update the art to tease and reflect those themes. The tent fabric is a 3D plate and all the deformation data affects living texture layers in the After Effects templates we crafted as part of the deliverable. Consequently giving the in house team the ability to update quickly, projecting new art as needed to promote different themes throughout the year.

Here’s a bit of trivia: the designers actual initial sketches for the cake ended up being used in the blueprint art!