[adult swim] - Here's what started it all. I had the honor of working with writer/producer Matt Peccini on the launch of adult swim. Matt had some great ideas which rang true not just with the audience but critics alike. The campaign won the 2002 BDA Best of Show.
I think much of the genius behind the adult swim launch had to do with it's simplicity. A big problem for Cartoon Network at the time (and still to this day) is the desire to reach a diverse audience. Kids during the day and grown-ups at night. Matt's vision of a swimming pool that takes time out for the grown ups reminds me of my own childhood and that time at the bottom of every hour when the kids had to clear out for the grups.
For talent, Matt got various aquatic oriented everyday people in Atlanta including a senior citizen's synchronized swim team to allow filming and sound recording. Much of the background audio is taken right from the shoot. The drill instructor calling out swim formations and barking commands for swimmers to maintain their form are all real. This style reminds me very much of the work of Errol Morris.
Watch the following generic bumps.
Notice the simplicity of the second bump. The awkward framing of the large man on the bleachers. Now go watch Errol Morris's commercials for Miller High Life. Kindred spirits? You tell me.
This campaign also show wonderful use of props or "practicals" instead of relying on computer generated graphics. The idea to replace the pool depth tiles with tune-information integrates the natural environment with the intended message.
