I know that many of you Fringe fans have been amazed by the imagery in the Fringe on-air advertising. The smoke face, geometric leaf, embryo apple and phi-frog have made most of us do a double-take upon seeing them, realising that what we were looking at was actually something entirely different.
The people responsible for bringing the FOX concept art to life is a company called Buster Design:
Says Jonas Morganstein, Buster’s Executive Creative Director and Executive Producer, “When Michael Vamosy and Justin Owens from FOX showed us their print campaign for ‘Fringe,’ we knew their approach would translate well to on-air. The print campaign features a series of elements found in nature, like a leaf or an apple, that appear to look normal at first. But after closer inspection, you realize there are incongruous elements in the imagery – a geometric pattern in the leaf and two human embryos inside the apple. To translate these concepts into a series of 10-second teaser promos, we decided to create that same sense of surreal discovery, by opening the visuals on a normal (though eerie) scene, and then slowly revealing a tweaked/unusual detail. Our challenge was to amp up the show’s promise of mysterious storytelling, while keeping the imagery subtle enough for the viewer to say, ‘Woa– did I just see what I think I saw?”
Michael Vamosy, Senior Vice President, Design, FOX, “Buster did a great job of bringing our ‘Fringe’ icons to life. We’ve been using these icons in an interesting and mysterious way to lure viewers into the show with a visual puzzle. By seeing these elements move and listening to the sound design that Buster created for us, our viewers get a chance to react to them in a whole new way.”
Said Justin Owens, Director, Broadcast Design, FOX, “Buster took the already intriguing and mysterious icons from ‘Fringe’ to a whole new level. They pushed past the expected and delivered, well, the unexpected. They not only helped to graphically build the entrance to the rabbit hole, but helped send viewers right down it as well.”
Kurt Spenser, Buster Creative Director & Head of Production, adds that, “Michael Vamosy and Justin Owens always stand at the forefront of exciting new promotional ideas. It’s an honor to be right there with them on this campaign. The new ‘Fringe’ franchise will no doubt break new ground not just on television, but across all media, and it’s awesome to be part of that creative team at the early stages.”
Well done guys, great work all round. Those images – the concept, design and the execution – are truly fantastic, and it shows that you know how to spark the imagination, whilst remaining true to the concept of Fringe.