CNN recently tapped entertainment branding agency loyalkaspar to create a multi-platform marketing campaign for the second season of the popular CNN Original Series Morgan Spurlock Inside Man, hosted and produced by the Oscar -nominated documentary filmmaker. Premiering Sunday, April 13th at 10:00 p.m. ET, the one-hour weekly series tackles a wide range of subjects that are part of the national conversation in the U.S., including personal privacy, income disparity, America's obsession with pets, and the big business of college athletics.
Season two of Morgan Spurlock Inside Man has the host embedded into each week's story, beginning with episode one, Celebrity, in which he becomes a paparazzo to explore first-hand America's fixation on celebrity and sensationalism.
Led by Creative Director Anna Minkkinen, loyalkaspar worked with CNNs on-air promotion team to create a campaign encompassing digital and broadcast promos, key art, and rich media content for website takeovers. loyalkaspar also produced a customizable on-air graphics toolkit for the network's in-house broadcast design team to produce episodic promos.
CNN encouraged us to highlight Morgans distinctive personality and bring it to the forefront, says Minkkinen. Morgan is charming, recognizable and affable - and ultimately, his every-man quality is the reason viewers tune in. Expressing the human side of their hosts is important to CNN, so it was rewarding to arrive at a creative solution that truly reflected the network brand.
loyalkaspar has been a huge asset to the branding and positioning of several CNN Original Series titles, adds Whit Friese, CNN Vice President, On-Air Promotion. Our latest collaboration was no exception. Anna and her team brought so many great ideas to the table, it was just a matter of picking from the best of the best. Thankfully, we found a way to leverage all of them in a smart, cohesive and engaging way. Thats because loyalkaspar is the type of agency that can deliver the full package - from on-air to print - with creative integrity while making the whole process seamless.
To view the case study: http://www.loyalkaspar.com/application/project/cnn-inside-man/
A key element of Morgan Spurlock Inside Man is how Spurlock captures an authentic perspective of the subjects he explores by immersing himself into their worlds. For the key art, loyalkaspar visualized both Spurlock's personality and his ingenious means to getting the story. They found their solution in an iconic portrait of him layered in artifacts and clothing that represent the various worlds he inhabits during the season.
We wanted to juxtapose the aesthetic of a classic portrait with playful artifacts that represent Morgans journey, explains Minkkinen. We shot Morgan in quite a few poses, and he brought great ideas in terms of the posture and expression you see in the final shot. While all of the strangely layered and mismatched elements he wears make it fun, the interplay still maintains the sense of a really smart guy telling real stories, who is game for anything.
loyalkaspar took Spurlock's cast of alter-egos up a notch for the on-air and digital promos. In them, we see various Morgans interact with one another in a playful manner.
We had limited time to shoot Morgan, so the challenge was getting him in all of these costumes in one day, not to mention all of the line reads we wanted to tackle, recalls Minkkinen. But Morgan was amazing - an absolute pro. He was very committed to being each character on set. His input on how to authentically style and present himself was invaluable.
loyalkaspar's VFX-driven promo concept required myriad shots of Spurlock, as well as careful planning for what was a post-intensive finish. Minkkinen shot each Morgan character with two cameras - one full-body and one up-close - carefully considering perspective and spatial relationship in order to seamlessly choreograph and composite them into a single frame.
In some cases we planned the interactions you see, and in other cases we explored them in post, remarks Minkkinen. It was a fun creative process making the scene come alive after the shoot. We were able to realize so many different scenarios by getting as much footage as possible on set.
Lastly, loyalkaspar conceived the season two tagline, He's not just on it. He's in it, to place emphasis on what is special about Morgans approach. It isnt just about covering a story, its about taking it one step further and getting inside. They also reconfigured the show logo to put greater emphasis on Morgan's name. The digital campaign further pushes awareness and engagement in Spurlock's personality beyond the tagline with the phrase Who is Morgan Spurlock? where at the lockup, visitors encounter Morgan appearing as various characters and can click and learn more about the show.
CNN trusted us to create a consistent campaign, concludes Minkkinen. Whit [Friese] and [Creative Director, CNN On-Air Promotion] Sean [Houston] not only bring a great attitude and wealth of experience to the creative process, but they also ask good questions and consider every detail - all the way through to the details of the music and sound design.
Loyalkaspar - CNN InsideMan - Launch Campaign from loyalkaspar on Vimeo.
Project: Morgan Spurlock Inside Man (:30 on-air promo; flash and rich media banners; and key art)
Client: CNN
Vice President, On-Air Promotion: Whit Friese
Creative Director, On-Air Promotions: Sean Houston
Entertainment Branding Agency: loyalkaspar
President/Partner: David Herbruck
CCO/Partner: Beat Baudenbacher
Head of Production: Scott Lakso
Creative Director: Anna Minkkinen
Art Directors: Andrei Juradowitch, Laura Rieland
Producer: Will Arnold
Associate Producer: Rosalina Merrihue
Production Coordinator: Nicole St.
Most recent headlines
17/02/2025
TVBEurope talks to the team who brought a piece of broadcasting history back to life on BBC Wales last night
By Jenny Priestley
Published: February 14, 2025 ...
17/02/2025
Eligible studios will receive the relief directly from their local authorities, with no need to submit a claim
By Matthew Corrigan
Published: February 17, 20...
17/02/2025
As DEI initiatives come under pressure in the USA, supporters of Rise, which promotes diversity in the media and entertainment sector, discuss the continuing im...
17/02/2025
EIB Global loan will partially fund SES's continued O3b mPOWER medium earth orbit (MEO) fleet expansion enabling additional capacity worldwide. O3b mPOWER s...
15/02/2025
At Nielsen, Business Resource Groups (BRGs) play a critical role in nurturing a ...
15/02/2025
Innovation to empower creativity: Explore the latest in Lightroom
Rob Christensen February 15, 2025
0 Comments
Whether you want to remove distracting ...
15/02/2025
Wisycom, a worldwide leader in RF technology and provider of wireless solutions, announces a new distribution agreement with EQUAPHON. An Argentinian profession...
15/02/2025
DPA Microphones, the leading manufacturer of high-quality microphone solutions, is pleased to welcome Nicholas Nick Mariano and Vincent Vince Divine to the ...
15/02/2025
Tuxera, a leading provider of quality-assured file systems and networking solutions, will showcase how Tuxera Fusion SMB enables unprecedented performance for m...
15/02/2025
Bitmovin's latest Video Developer Report indicates an increasing role of AI, the slow adoption of next-generation codecs, and continuing challenges when it ...
15/02/2025
When Michelin Enterprises set out to promote its prestigious Hotel Guide in the new Sleepless in the Kitchen , campaign, veteran German/Slovenian gaffer Robert...
15/02/2025
Formula E, the world's first all-electric racing series, revolutionizing motorsport with cutting-edge technology and a commitment to sustainability has sele...
15/02/2025
Agile Content, a global leader in TV and video technology solutions, announces its rebranding to AgileTV.
The transition to AgileTV stems from a commitment to ...
15/02/2025
Hiltron Communications will promote the latest additions to its range of satellite communication products, systems and supporting services at GovSatCom 2025. Th...
15/02/2025
Following the success of the original Airglow Booklight, DoPchoice debuts a new addition to their inflatable line the Float. This lightweight, inflatable, round...
15/02/2025
LAS VEGAS Marshall Electronics has announced that it will debut its newest camera controller, the RCP Plus, at the 2025 NAB Show at Booth N2649 between April 5 ...
15/02/2025
ATLANTA Gray Media has named Blake Sebo as the next general manager of KTUU and KYES, Gray's NBC and CBS affiliates in Anchorage, Alaska....
15/02/2025
KOKKEDAL, Denmark DPA Microphones will feature its new CORE+ technology for distortion-free microphone sound at the 2025 NAB Show, April 5-9, in Las Vegas....
15/02/2025
SWANSEA, U.K. QuickLink will launch StudioPro-NDI and StudioPro-3, two new models of its QuickLine StudioPro video production platform, at the 2025 NAB Show, Ap...
15/02/2025
Live From 2025 NBA All-Star Game Weekend: After 25 Years, Turner Sports All-In F...
15/02/2025
NASCAR Driver Cam on Max Embraces Cloud-Based Workflow for 2025 Season Chris Brown of WBD Sports says Mobii will play key part in delivering signals from the tr...
14/02/2025
Last month, we officially launched the Spotify Partner Program, a powerful new m...
14/02/2025
From an island off the coast of Lutruwita to the global stage in France SBS & ...
14/02/2025
The future of electro-optical/infrared (EO/IR) land systems is evolving so that ...
14/02/2025
Here are 5 reasons why you should attend ISE 2025
Discover more about Calrec: Learn more about Calrec's legacy of innovation in broadcast audio solutions ...
14/02/2025
World Radio Day: On the same wavelength
By Graham Murray, International Sales Manager at Calrec
To mark World Radio Day, Calrec's International Sales Ma...
14/02/2025
DALLAS and TYSONS, Va. Tegna has concluded a broadcast rights agreement that makes Tegna's KFAA in Dallas the exclusive local television partner of the Dall...
14/02/2025
Amazon's Prime Video has released a new app for Apple TV that the streamer said delivers an improved streaming experiences with faster scrolling, improved s...
14/02/2025
CLEVELAND Telos Alliance announced a software update for its Axia Quasar XR and SR line of audio-over-IP (AoIP) mixing consoles and will show the offering at th...
14/02/2025
Puget Systems Returns to HPA Tech Retreat 2025 with New Analysis Tools for Puge...
14/02/2025
Glass Animals: Tour of Earth Uses Blackmagic Live Production Workflow
Brie Clayton February 14, 2025
0 Comments
80six deploys Blackmagic URSA Broadcas...
14/02/2025
A dispute between Paramount and Youtube TV that would have pulled CBS stations and Paramount's cable channels from the streaming service has been temporaril...
14/02/2025
Colourist Deidre (Dee) McClelland details how she helped shape the distinct look and feel of whimsical Oscar-nominated stop-motion film, Memoir of a Snail
By C...
14/02/2025
BitFire said it intends to introduce forward-looking services that simplify the launch of live production workflows, and enhance real-time collaboration
By Jen...
14/02/2025
The claim by the liquidators is the latest twist in the ongoing saga of the companys collapse at the end of 2021
By Matthew Corrigan
Published: February 14, ...
14/02/2025
A carriage dispute between YouTube TV and Paramount could come to a head today (Feb. 13), with the virtual pay TV provider threatening to pull all of the progra...
14/02/2025
ENGLEWOOD CLIFFS, N.J. LG Electronics USA has opened a new in-house, state-of-the-art virtual production studio at its 360,000-square-foot North American headqu...
14/02/2025
NEW YORK In a bid to help local broadcasters find new ways of monetizing their content, the Coalition for Innovative Media Measurement (CIMM) and TVB have relea...
14/02/2025
WASHINGTON Three Democratic U.S. Senators have sent a stern letter blasting FCC Chair Brendan Carr for the weaponization of the agency for attacking broadcast...
14/02/2025
Years after launching the streaming service Apple TV+ in November of 2019, Apple has finally released a version of its steaming app for Android devices....
14/02/2025
FOOTHILL RANCH, Calif. Red Digital Cinema will make its V-RAPTOR [X] and KOMODO-X camera systems available with Nikon's premier Z Mount, providing filmmaker...
14/02/2025
DAYTONA, Fla. The Fox Sports production of this year's Daytona 500 will see the addition of a few new tech elements and the continued unfolding of the broad...
14/02/2025
Watch Bryson Battles Blind Audition on The Voice Get a Four-Chair Turn Michael Bubl said the Boston Conservatory at Berklee musical theater senior might have...
14/02/2025
2025 Daytona 500: FOX Sports Looks To Ride Super Bowl LIX Momentum Into NASCAR S...
14/02/2025
14 Feb 2025
VEON's Kyivstar and the Come Back Alive Foundation Raise USD 2....
14/02/2025
Max Renews THE PITT, Starring Noah Wyle, For A Second Season
Max
Warner Bros. Television Group
The Pitt
New Episodes Of The Medical Drama From John...
14/02/2025
This year, Technicolor proudly celebrates 110 years of shaping the magic of cinema pioneering color, visual effects, and innovation that bring unforgettable l...
14/02/2025
NBA All-Star: More Games, More Teams, More Music, More Sound From the Court Turner Sports' team will deploy familiar tech to capture all the audio By Dan D...
14/02/2025
LIV Golf Continues To Innovate With Drones, Data-Driven Graphics, and All-Access...
CNN recently tapped entertainment branding agency loyalkaspar to create a multi-platform marketing campaign for the second season of the popular CNN Original Series Morgan Spurlock Inside Man, hosted and produced by the Oscar -nominated documentary filmmaker. Premiering Sunday, April 13th at 10:00 p.m. ET, the one-hour weekly series tackles a wide range of subjects that are part of the national conversation in the U.S., including personal privacy, income disparity, America's obsession with pets, and the big business of college athletics. 
