Each year since 2007, the Guys Choice Awards on Spike have captured the eyes and hearts of millions. This year marked the event’s tenth anniversary and was set to a theme of ‘Rat Pack’ Las Vegas. Thornberg & Forester was approached to conceive, design and produce the graphic voice to promote two of Spike’s most played promos of the year.
We embraced the event milestone by crisscrossing the infamous ‘Mantlers’ of the Guys Choice Award statue to form a Roman numeral ten. Design inspiration was informed by Blue Note jazz art and the classic elegance of old Las Vegas. We set up a small shoot and crafted a sexy toolkit of elements based on our winning design.
“We knew that for promotion for the 10th anniversary of Spike’s Guys Choice, we wanted a partner with cutting edge design expertise, but also a team who would act as true collaborators. With so many moving parts to our campaign, Thornberg & Forester worked with us and our internal production and design group to make sure that we not only had an incredible look for the campaign, but also a flexible and adaptable toolkit that could be utilized by various internal Spike teams on the fly.”
– SVP, Brand Marketing and Creative, Spike TV
The Guys Choice Awards is rich in humor, but also in taste. So, it was important to strike a perfect balance of wit and sophistication through color, editorial and animation behavior. After completing a rigorous color study, we landed on a palette of reds, blues and smoky midtone grays and coupled that with a mix of fluid animation and staccato motion. Ultimately, we delivered two master promos and armed the on-air team at Spike with an efficient toolkit to generate high volumes of spots and iterations for the weeks prior to the event.