The tattoo art-inspired sequence is driven by country boy heraldry including symbolic translations of the American flag, hunting and wildlife. Behind a dazzling array of arena rock lighting, the sequence opens with a sexy close-up of a bass fish tattoo emblazoned on a woman’s lower back bearing the Cable Guy’s trademark catch-phrase “Git ‘R Done.” As the tattoo-adorned Larry flexes his muscles and vaunts Dixieland’s finest, we’re introduced to Roast Master Lisa Lampanelli and the diverse cast of celebrity roasters including Warren Sapp, Gary Busey, Jeff Foxworthy and Toby Keith.

“This is the second consecutive COMEDY CENTRAL Roast that we have collaborated on with Royale,” says Rick Austin, Producer of the “COMEDY CENTRAL Roast Of Larry The Cable Guy.” “Royale understands the Roast brand and have proven they can adapt that sensibility to the diverse personalities we have had at the center of these shows. They had a terrific knack for being able to make it feel right for Larry’s image and also right for the show.”

“Working with Royale is always a rich and collaborative experience and their impeccably crafted work is consistently beyond our wildest expectations,” adds Chris Scarlata, design director of COMEDY CENTRAL’s on-air promotions. “Their collective talent is only surpassed by their ability to wholeheartedly listen to and truly collaborate with our creatives.”

Excited about the potential for an edgier, animation-driven show open, Royale provided COMEDY CENTRAL with motion tests, offering visual roughs showcasing their capabilities.

“COMEDY CENTRAL asked us to present Larry in a unique way, under a more contemporary light,” says Jayson Whitmore, Royale Creative Director. “Going through a world of tattoos, we could transcend genre while also staying true to his comedic style and fan base. COMEDY CENTRAL put a lot of trust in our concept. We’ve worked together before, but it really took a leap of faith for them to buy into our offbeat vision — especially considering the project’s three-week turnaround.”

From design to animation, Royale Creative Director Brien Holman was the primary artist behind the show open. According to Holman, having the trust of both Rick Austin and COMEDY CENTRAL was key to developing such a different look for the Roast. “I have to hand it to them; they really nurtured our workflow, giving us free reign to finish up the spot, and show them our work in stages. The style of the show took a few rounds to nail down; the design perspectives where we started and where we ended are completely different. It was this seamless collaboration that allowed the main concept to take center stage. It really allowed us the opportunity to experiment with what a ‘traditional’ roast open should look like.”

Working with high-quality RED footage was also a huge aspect in giving the team at Royale the flexibility to push through vast areas of tattoos. In addition to creating the show open and graphics packages, which included transitions, bumpers and lower-thirds, COMEDY CENTRAL opted to implement Royale’s custom-crafted logo and tattoo elements into the show’s stage graphics.

“It’s exciting to see the all-encompassing nature of our work really go the distance,” concludes Holman. “The entire stage was decked out in the graphics that we provided — even the after-party adopted our tattoo inspired theme. By delivering a conceptual aesthetic to the stage graphics, we became an integral part of the entire production and its overall success.”

About Royale:
Founded by creative directors Jayson Whitmore, Brien Holman and executive producer Jennifer Lucero, Royale recognizes that the landscape of advertising has changed drastically within the last few years, and that although the outlets may be changing, the power of the moving image continues to be the most effective way of communicating. Royale’s greatest love is to help solve our client’s advertising needs through the visceral language of motion design. The Royale treatment is an endless stream of creative solutions that surpass client expectation, while maintaining a comfortable, relaxed and highly creative environment.

Recent projects for the 18-month-old company include a ambitious animated spot for McDonald’s, a network re-brand for Discovery Channel, live show graphics for Madonna’s current “Sticky & Sweet Tour,” a campaign for Jet Blue, as well as an image spot and graphics package for Comedy Central’s “The Daily Show” and “Indecision 2008.” Royale is currently in production on multiple shows for Discovery Channel and Comedy Central. For more information, contact Bryan Shrednick at bryan@weareroyale.com or Jennifer Lucero at jen@weareroyale.com.

Credits:
Client: COMEDY CENTRAL

Project Title: “COMEDY CENTRAL Roast Of Larry The Cable Guy” show package and show open
Airdate: March 15, 2009

Production & Design Company: Royale/Los Angeles, CA
Creative Directors: Brien Holman & Jayson Whitmore
Executive Producer: Jennifer Lucero
Producer: Anne Hong
Designers: Kyle Smith, Anthony Madlangbayan, Nicolas Chifflet
Animators: Kevin Tonkin, Anthony Madlangbayan, James Rydesky

Artists, designers and animators from creative house Loyalkaspar were enlisted to collaborate on the project which was edited by Union Editorial.

Catherine Owens is a long time art director for the band’s live shows and was co-director of the 2008 U23D movie.

Virgin America revolutionized airline travel before its first flight even took off and with ROKKAN as their partner they are creating some of the company’s most successful and innovative work to date. A distinctive booking process makes finding just the right flight part of the experience travelers expect from Virgin America: efficient, and designed for function and pleasure.

A redesigned homepage will serve as a travel dashboard, putting personal and flight information right where travelers need it. Virgin America’s points-based loyalty program, Elevate, and its recently launched and evolving online community are all results of its strategic partnership with ROKKAN. Now that the two companies have sealed the deal with agency-of-record status, fliers can expect an exponentially greater experience, both in the air and online.

About ROKKAN
With offices in New York and San Francisco, full-service interactive agency ROKKAN is a solutions-driven company with the right blend of creativity, energy, and innovation. ROKKAN works directly with clients and also partners with advertising agencies, delivering a wide range of strategic, creative, and technical solutions. From interactive, rich-media marketing campaigns to enterprise technical applications, ROKKAN is equipped for all client needs. ROKKAN’s core expertise includes: Digital Business, Brand Activation, User Experience Design, Traffic Generation, and Technology. Recent campaigns and websites include projects for Virgin America, Adidas, Jose Cuervo, Rockstar Games, Time Warner, UGO Entertainment and 2K Games. Visit www.rokkan.com to learn more.

Related Links:
www.rokkan.com

www.virginamerica.com

Dear Caligari community member,

We are pleased to let you know that the latest edition of our on-line newsletter has been released!
Here you will find short introductions to what it contains, just follow any of the links to read the
articles in full.

Microsoft’s Retail Experience Center, in real and virtual space.

On January 13th 2009, Microsoft opened a fully functional mock-up of a retail store in Redmond.
We take a look at the virtual version of the store that was built by Augusto Michelis in trueSpace at
the same time as the physical store was being constructed.

Then we take a look at the Santa Tracker on Virtual Earth, where trueSpace was used to create the models of Santa, his village, reindeer and elves. There’s also coverage of some of the many news items from recent months, such as the release of Tentacles for trueSpace, and third party development work being done to allow the Yaf(a)ray render engine to be used with trueSpace.

We hope you enjoy this edition of the Caligari Eye! Read the full newsletter here:
http://www.caligari.com/News/news_200901/newsletter.html

Thirty finalist teams will be sponsored for their round-trip economy air tickets and accomodation during their stay in Hong Kong. Trophy, certificate and Cash awards will be awarded to the winning team. Each nominated team should complete registration online on or before 31 December 2008 and submit one entry of business proposal online on or before 31 March 2009.

For more information, please visit http://www.polyu.edu.hk/PolyUChallenge.

Key Dates to Remember: