Defining the project goals

Dan Pappalardo: We have a long-term relationship with ABC. We have been working with them for over ten years now. This year, we wanted to take it to the next level and start to create more of an emotional connection with the audience. So this show was about the why. And why do they care, why does the audience care? They care because of the shows, the characters, the stories. So what we focused on this show was a live action brand spot or series of brand spots that tied the talent at ABC with the brand identity. Michael Benson: It's was just over a year ago we decided that we really needed to create a more distinctive, unique brand identity for ABC. But as we worked with Troika what we decided to do was something that was more involved not only with the identity of the network, but really having the premise and the concept of every show come alive through this brand campaign. So as we were going through creative development, we worked with them to really figure out how do you present the stars in a way that really kind of holds them on the pedestal, while at the same time articulating the premise of the shows and where you got something like Dancing with the Stars and the mirrored ball and the dancing and how the stars come together with graphic images that really represent Dancing with the Stars while at the same time, you have got Grey's Anatomy and how you integrate elements of their show into a brand campaign that's still organic with the ABC identity. The creative process is really all about coming up with all of these scenarios that would work together as one but make it feel like it all came out from one central place. Dale Everett: The real challenge here was how do we take the talent and the imagery that's associated with each show and integrate it into this world that we had created for the Start Here campaign. Dan Pappalardo: It was really us working with writers to come up with a basic premise and some of the creative hooks and then we -- from that, we brought in designers to start to create style boards around each of these concepts.