Fox

BONES PROMOTIONAL BRANDING

Bones is an eclectic mix of near camp humor with serious procedural investigation. We were tasked with finding a way to marry the two in branding and iconography. Inspired by sculptures both past and present of objects and buildings made of bones we created our own themed off elements of the show and threw them into the light table setting that is used as the examination table in the show.

Thematically Tricky

Sometimes the show has a unique combination of themes to communicate in promotions. And that is tough because sometimes its the combination of themes that is the hook so its critical to make that voice clear and successful.

Bones was one such show. Having garnered a dedicated following after four seasons it was apparent that the show would be helped by branding that projected the unique combination of humor and straight forward procedural themes. Our branding was used for the remaining nine seasons and was directly responsible for a significant bump in viewership.

Who Says a bit of procedural psuedo-science can’t be funny?

Directed by: Sevrin Daniels & Bobby Hougham
Design: Lindsay Daniels, Bobby Hougham
Animation team: Charlie Mooney, Sevrin Daniels, Bobby Hougham
Score/Sound Design: Randy Torres
Executive Producer: Kelly Green

Studio: Fox
Fox Client: Justin Owens

Directed by: Sevrin Daniels & Bobby Hougham
Design: Lindsay Daniels, Bobby Hougham
Animation team: Charlie Mooney, Sevrin Daniels, Bobby Hougham
Score/Sound Design: Randy Torres
Executive Producer: Kelly Green

Studio: Fox Entertainment
Fox Client: Justin Owens

The Process

We built a series of sculptures in 3D using actual medical bone models and texturing them to look photo real. We also created a lighting setup to emulate the light table from the show. The reality of that table is pretty ugly so we ended up taking some creative license with it. So while the table needed to feel like it was from the show, we pushed it so it could provide the look and feel needed in order to read properly.

Once the full branding package is designed and animated, a dynamic and fully customizable set of templates was delivered for the Fox in-house promo team to manipulate for whatever their specific needs may be.