New York, NY (October 5, 200)–To promote Fuel TV, a unit of Fox Entertainment Group and the first 24-hour U.S. cable network dedicated to the world of action sports, Fluid–the Manhattan-based music and editorial studio–created the sound design for a trio of stop-motion animated promos. The :30 Biker Honey, :30 Don’t Walk and :30 Wake Up began airing on the network in late September.
Fuel TV covers both competitive and free-riding action in the arenas of skateboarding, surfing, BMX, freestyle motocross, snowboarding and wakeboarding. The three animated promos are the latest in a continuing branding campaign for the network. In each animation, the two puppets who brand Fuel TV, Pinto (in white/blue), and his nemesis Santo (in red/black), go head-to-head in an extreme sport competition which always ends badly for one of the combatants. These promos are a Spy vs Spy for the extreme sports crowd.
Working closely with Todd Deaver at Fox’s FUEL TV, and expanding on the network’s existing formula for their branded promotions, Ugly Pictures executed the stop-motion animation for the three promos which rely heavily on the sound design to ratchet up the excitement in these extreme competitions.
Of his most recent collaboration with Fluid’s sound designer, Fred Szymanski, Ugly Pictures director/animator/producer, Rohitash Rao, explained, “Fred has a very personal sound design style. He invents and processes unique home made sounds that are individual and impactful and are particularly applicable to our kind of animation.
“Fred approaches every project as though he were doing a feature film. So a :30 promo gets the same attention as a feature, which is what makes these animations big, and grand and great, and not cartoons. Personally, I always feel that one of the most important elements is the sound because it really brings the images home.”