>>> WINNER 2015 - ProMAX BDA - Art Direction & Design <<<
After the success of the 2013 Lifetime film "Lizzie Borden Took An Ax", Lifetime launched a new miniseries in 2015 called "The Lizzie Borden Chronicles". The conceptual and design work I did for the film's teaser campaign in 2013 was nominated for three awards and won a bronze ProMaxBDA, and so I was called back in to work on the initial teaser for this new spinoff show. I was given only 5 days to concieve and execute what would end up being the backbone for the spot.
I had an initial briefing with Lifetime's creative director and the direction I was given focused on Lizzie's boredom with her new life - and the ax should symbolize her thoughts of killing again (to cure her boredom). On day one I came up with an original concept & rough animation that involved an old clock that starts oozing blood from its roman numerals.
This idea caught on like wildfire and over the following four days the editor rumaged through hours of the shows dailies to cleverly cut together a story from footage of Christina Ricci, and I was able to develop the clock idea into a final air-ready piece. Needless to say, this was an intense 72 hour week, and the final two days were a 32 hour stretch of non-stop scramble and rendering across 8 workstations.
A couple of weeks after we built the teaser, Sony Pictures contacted our CD and asked if it would be alright to include the 'clock concept' into the the writing of the show itself - which of course, was granted. When the spot hit the air it immediately generated a significant buzz, including this post from ProMaxBDA,
On June 11, 2015 this promo won a Silver ProMAX Broadcast Design Award for Art Direction & Design.
Completed November 24, 2014