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| Adult Swim Centerfold is the Cartoon Network's name for its evening lineup of adult-oriented animated programming. (Think: The Family Guy.) The network's inhouse design staff was recently asked to create a "buzz-worthy" ad to promote the slot in print. The aim: Ideally, to have people take away a striking, memorable image of Adult Swim. Creative credits go to Gary Albright (left), Cartoon Network creative director, Jacob Escobedo (right), Adult Swim art director, and Jennifer Titus (center), senior writer. |
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CARTOON NETWORK
Are there any special challenges to working on pop cultural projects or with such clients?
We struggle everyday to please both the Adult Swim show creators and the network marketing and consumer products people with what we produce. The balance lies in meeting the objectives of the marketing project while representing the true Adult Swim "spirit" without compromising its sense of humor. Compared to Cartoon Network's primary programming targeted to kids 6-11, Adult Swim requires a far more edgy, smart, sophisticated tone that appeals to young adults. But it must not cross the line of bad taste, and any parody must be clear. It's a true challenge, but one we're really enjoying right now.
How did you first get involved in pop cultural projects? Did you go out looking for such clients?
We are part of Cartoon Network's Creative Services Division, serving as an in-house full service agency. We handle every off-channel creative assignment for the network.
Is it as fun or as glamorous as it looks to an outsider?
It's more fun than glamorous. The best part is that we get to be on the "inside" of cartoons, which means working with a lot of extremely creative people on a daily basis. But the work can be intense - we're called on to come up with unusual ideas in what seems like milliseconds. Of course, there are those really great days when you can make yourself laugh. And we do get a lot of cool premiums.
Are you yourself a pop culture junkie? Who is your pop cultural icon?
We're fairly well plugged-in, but not really junkies. We review a lot of media – television, movies, magazines – for inspiration and to look for trends. It justifies all the time we spend watching MTV and movies with Adam Sandler. Icons tend to change pretty quickly, but the perfect pop cultural icon today would be a mix between Siegfried and Roy, J.Lo and Meatwad.
What is the role of the graphic designer? Do you shape pop culture, are you shaped by it, are you it?
To be frank, it's all three of those things! We try to reflect pop culture in our work, but we also help shape it by what we give tribute to.
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