Windows into other worlds. Dinosaurs taking over the channel. Familiar characters seen a little differently.
Commissioned directly by DreamWorks / NBCUniversal, we created launch campaigns, broadcast graphics and promotional content for DreamWorks TV.
The work ranged from an international channel launch to seasonal campaigns and short broadcast games. Each brief called for a different idea, while keeping the characters and personality of the DreamWorks worlds at its centre.
This selection brings together four projects, showing the thinking behind the campaigns as well as the finished work.
World Windows
The launch of DreamWorks TV channels in Australia and Spain called for a campaign that could introduce the shows, support Universal+ and work across a wide range of formats.
Our concept was a window into another world. In everyday places such as shopping centres and train stations, a frame would open onto a DreamWorks landscape, with familiar characters appearing to move beyond its edges.
Clouds, skies and glowing frames connected the campaign to the channel's existing identity. The window gave the work a consistent visual idea that could accommodate different characters, compositions and screen sizes.
A campaign others could build on
The delivery extended beyond a set of finished advertisements. We created a design toolkit with motion graphics, animated advertising screen templates and print layouts for NBCUniversal and third-party studios to use in further campaign and social content.
The system needed enough flexibility for new combinations of characters and messages, while keeping the campaign recognisable across its different applications.
The campaign launched at the end of 2021. Seeing the designs installed in public spaces brought the original idea into context: a glimpse of another world appearing in the middle of an ordinary day.
Jurassic July
For the launch of Jurassic World: Camp Cretaceous on DreamWorks TV, the dinosaurs escaped into the channel itself.
Existing promotional games became the setting for an unfolding takeover. Dinosaurs interrupted familiar segments, destroyed game props and left emergency broadcast cards in their wake.
The tone needed careful handling. The dinosaurs had to feel disruptive and mischievous without becoming too frightening for the audience. Compositing, effects and comic timing helped make the chaos feel part of the channel's world.
A World Cup in every world
For the 2022 World Cup, we created football-themed broadcast games and a collection of 2D and 3D assets, including balls, trophies, whistles, backgrounds, transitions and effects.
Each show became its own small design brief. A football in the world of Kung Fu Panda, for example, became wooden training equipment fitted with iron spikes. The sporting theme stayed consistent, but its expression changed with each fictional world.
A cast of snowmen
Christmas 2023 brought another opportunity to reinterpret the characters, this time as a lineup of snowmen.
Each needed to be recognisable through a small collection of features and accessories. To make the process efficient, we built a Photoshop toolkit of snowballs, carrot noses, scarves and twigs that could be combined into individual designs.
The snowmen formed part of a wider seasonal package built around carol singing, games and clips from the DreamWorks TV archives.
Campaign design and production by Studio Helga, working with the teams at DreamWorks / NBCUniversal. DreamWorks characters and programme footage belong to their respective rights holders.