http://impossible.tv/wp-content/themes/Impossible

Velocity Network Launch

details
credits
agency / production company: impossible
steve urbano director / VP
chuck ozeas 1st unit DP
joel pilger 2nd unit DP / president
chris stoerchle head of production
mitch monson creative director
brian eloe creative director
vicky lemont strategy / copywriting
julie morrandez senior producer
hector espinosa senior vfx / motion designer
kevin liotti design, effects, animation, compositing
josh thiel junior designer
derek superville design assistant
herman nieuwoudt senior creative editor
brian de-herrera schnering senior editor
ricardo cozzolino asstistant editor
krisi olivero production coordinator
print design: bottlerocket design
ben larson designer
original music & sound design: hartwig music
paul hartwig composer
client: velocity / discovery communications

the project story

Targeting an underserved niche in the marketplace: gentlemen, start your engines!

Discovery envisioned boldly rebranding a new channel to shine brightly into a formerly untapped corner of the market: upscale men.

As the creative agency tasked with developing the brand, Impossible imagined Velocity as an exclusive club where affluent men watch the best in automotive, travel, leisure, adventure and sports programming.

From brief to brand, concept to copywriting, production to post, Impossible worked closely with the team at Velocity to launch this exciting new network.
  • Strategy, Creative and Copywriting

    Original concept for the Velocity brand

  • Strategy, Creative and Copywriting

    Defining the Velocity brand via style, tone and attitude amidst a brand landscape.

  • Strategy, Creative and Copywriting

    The brand essence finding its voice via a manifesto, the Velocity “Rules of Membership”

  • Strategy, Creative and Copywriting

    Expanding the concept into visuals: colors, textures, live action, digital and print.

  • Production

    Live action shoot in the Mojave Desert with talent Chip Foose, Wayne Carini, Ryan Friedlinghaus, Dana Mecum and Mike Seate.

  • On-air brand, graphics & toolkit

    Graphics package montage

  • Network Launch
    “Rule #4″ teaser spot
  • Network Launch

    “Atmospheric” ID

  • Network Launch

    :60 image spot

  • Network Launch

    At Skylight West located at 500 West 36th Street in New York City, the Velocity launch event featured exclusive membership cards, fantastic automobiles, and branded bourbon.