MTV | World Design Studio

REBRAND: Image Spot & Employee interviews

BRIEF:

When Rovi Corp. began the TiVo acquisition they decided to adopt the TiVo name. A rebrand of the now-one company was in order. They asked us to partner with them once again to help develop and produce their new image spot as well as elements for their internal presentations and newly designed website.

DELIVERABLES:

  • One Image Spot
  • Day 1 Introduction video (4-Minute video featuring 18 employees)
  • Press photographs and website image assets

IMAGE SPOT

 

EMPLOYEE INTERVIEWS

 

THE MAIN CHALLENGE: THE RACE AGAINST TIME

The biggest challenge of this project was the tentative deadline. Although Rovi had proposed the TiVo acquisition back in April, it still needed the approval of both the Federal Trade Commission (FTC) and the Department of Justice (DOJ).  No one knew the exact day the approval would happen. The new TiVo wanted to be ready with their new image when the final announcement was made.  Once the deal seemed closer, we went full speed ahead to make their vision become a reality.

HOW WE BEAT THE CLOCK

IMAGE SPOT DEVELOPMENT:

The new TiVo wanted to reaffirm their commitment on creating the ultimate entertainment experience. It was essential to show how the innovations and products fit on the grand scale of user satisfaction. This was not a product spot, so we had to think outside the “devices” box as we developed the spot. Working closely with their marketing team and their creative copywriter, our team shaped the language that expressed the emotions everyday users feel when they enjoy their entertainment with ease. Our director created a series of scenarios to best represent the interaction between TiVo and it’s clients and consumers.

EMPLOYEE INTERVIEWS:

Rovi and TiVo are both global companies with key offices in various parts of the world. TiVo wanted to show the positive of the merger through the voice of their employees. Once the key employees were identified, we had to quickly coordinate the multiple shoots. Within one week our team shot over 20 employees in 4 different locations in 3 different cities: San Carlos, CA, Burbank, CA and in Wayne, PA. Additional interviews with the overseas offices in London were coordinated via Skype.

EXECUTION:

With such an impending but uncertain deadline, the 2 day shoot of the image spot were

———

The post team went to work immediately following the shoot. Between selecting the fitting music, choosing the right takes and finding the pace, we delivered a spot that showed the emotional relationship between the users and the products.

"Love the new cut with the new music. Great work!"
-Miguel Sanchez | TiVo

RESULTS:

By the time the FTC and DOJ’s approval was announced, TiVo had all the elements they needed to reveal their new look and image.  TiVo was beyond please the final products.  We look forward to future collaborations.

BEHIND THE SCENES