So You Think You Can Dance Gets New Branding by thenewBlank

Fox Broadcasting recently tapped Seattle-based design studio thenewBlank for a branding campaign for the 10th anniversary season of So You Think You Can Dance. The promotional campaign captures the power and beauty of dance, and features dancers from the series.

“ThenewBlank is my go-to team for great creative, and we’ve developed a shorthand that comes with an ongoing collaboration,” Fox broadcasting VP, broadcast design, Justin Owens said. “With any show, the challenge is to evolve the promotion year-to-year while staying rooted in what makes the program unique.”

ThenewBlank relied on action shots of So You Think You Can Dance to develop the look for the branding and promotion. Through a combination of rotoscoping, hand painting and CG, the company gave an appearance of overdriven movement to the still photographs so they seem to jump, pivot and twirl across the screen.

This is the second So You Think You Can Dance collaboration between Fox and thenewblank, which also made campaigns for Fox shows Fringe and Bones.

“It’s very rewarding to collaborate with the team from Fox Broadcasting because they are truly design savvy, welcome new approaches and share our passion for the process,” thenewBlank executive creative director Bobby Hougham said. “This year’s campaign was a total departure from the last, and we are excited to have helped contribute to the visual lexicon of the 10th anniversary season.”