The Challenge of marketing a timeless brand.
When FX took on The Simpsons franchise 20 years in, they had an interesting challenge. How do you market a brand with such a revered and unique heritage in a new way? How do you market it in a way that won't confuse viewers into thinking they are simply watching an episode and not an announcement for the show itself? The FX Team had a great starting place for this with the idea of The Simpsons Deconstructed. The thinking was that you reduce the brand to its essence. That is, the eye shape, the yellow hue and the black outline.
Our Conceptual Approach
The direction the FX team provided was to go a very minimal and deconstructed direction. Happily, we did, but our first few animations albeit unique felt a little too calm and subdued for the whacky essence of The Simpsons.
Getting Off of the Computer
We realized we needed to push this much further to engage the very culture saavy audience. We also knew there was no way we would ever out-animate The Simpsons animation team. For both of those reasons, we got out our pencils and sketch books and began drawing all the weirdest most unusual deconstructed intepretations of The Simpsons we could think to. From there, we brought those into Adobe Illustrator and some really energetic and magical solutions began to unfold.