Cinemax Original Series - Logo Animation

Pitch

My Role: Concept, Design, Art Direction

Cinemax needed an animated logo intro for their newly designed “Original Series” logo which was part of an over-all network redesign. The concept behind their logo is the yellow stripes on a road as a visual metaphor for their powerful and thrilling programming. The logo animation therefore needed to be based on that same idea and communicate a feeling of acceleration, launching you into the upcoming programming.

My solution was to begin with the camera close in on a very abstract yellow graphic shape that starts moving slowly, then it quickly ramps up speed. As the camera moves faster and faster, the viewer realizes they’re flying down a windy mountain road just as the camera turns again to see the yellow lines converge into the “Cinemax Original Series” Logo. 

Produced at Viewpoint Creative

Storyboard

Alternate Concept