AN AVANT-GARDE CHANNEL FOR CHILE
WHAT WE DID: CONCEPT, CREATIVE DIRECTION, ART DIRECTION, DESIGN, ANIMATION, PHOTOGRAPHY, VIDEO, ORIGINAL MUSIC & SFX.
Mega is the most popular tv channel in Chile, and MegaPlus is their new proposal: an innovative channel that brings together fact + fiction, information + entertainment, Chile + the world.
With a focus on quality, and intelligent, sophisticated content, it targets a connected, demanding and discerning viewer.
Inspired by the world of contemporary editorial design, the branding we created is elegant and classic, yet unmistakably current. Precise and uncluttered, but not rigid nor stiff. Simple but never simplistic.
Each frame was designed as a magazine spread with the utmost attention to detail, as something to be contemplated and not just watched.
Eschewing a traditional grid, the + sign is the anchor point in this package: as a starting or ending point for the animation, to organize information and images, to divide the screen in halves as in a magazine spread.
The lines from the + expand and contract, and are used to connect, separate, reveal, balance, highlight.
They also incline following the angles of the M on the logo.
The toolkit changes during the course of the day:
In the morning it’s all-white with just a bit of sky blue. Filled with light, airy and pure, like a fresh start, a new beginning.
Afternoon turns into browns and beiges, all warmth and textures, inspired by natural colors and materials like wood, sand, leather, linen, wool.
At night black takes over for the prime-time, ending the day on a high note.
Both motion and music flow smoothly during daytime, with a tranquil, relaxed pace. Things speed up at nighttime, introducing jump cuts and sudden changes paired with a percussive sound design.
As part of the launch, we also created a series of 10 IDs that reflect the brand ethos.
They can be seen here.