ABC NEWS OWNED + OPERATED
Agency | Vivid Zero / 2022

Creative Direction
Art Direction
Animation
Design

ABC Owned and Operated wanted to modernize and reengineer their news package. I had an important role in helping unify the brand, showcase individual locations and brand legacy, while creating a dynamic and logic-centric workflow, across all 8 stations. 3D opens were created that include live weather conditions, live location shots, and updatable imagery all connected to a live workflow. Giving these opens an immediacy like no other in the space.




This package focuses on the story and ‘The-User-Viewer-Experience’. The visuals are modern and responsive. Everything looks and feels interactive. The goal is to increase engagement and bring the viewers closer to the storytelling as additional information deepens their connection to it. The viewer is given a sense of control and connection through responsive movement and intuitive design.

We evolved the design theory in conjunction with partners at the Smith Giger group. Multiple tests across 5 of the 8 markets led to design improvements and refinements, allowing Vivid Zero to perfect viewer engagement. Eye tracking tests with respondents informed us about viewers’ screen loads and helped increase retention efforts. Weather testing led to staggering success, seeing over 85% acceptance in both Chicago and Raleigh-Durham in early releases. Research on weather also saw extremely high numbers of viewers of competing networks, more likely to convert to ABC stations due to the graphically modernized weather package alone.

The challenge was to unite 8 ABC Stations, all with well-established brands and deep roots in their communities. The logo animation brings together 8 elements to form one logo, or in this case…to form 8 different logos, all connected by a consolidated passion to bring the components of a story together in one place.