Strategic design and creative production company Troika Design Group has completed a comedic 12-spot package of 10-second on-air IDs for Food Network, combining colorful live-action, graphics and original music to express the popular network’s brand identity in fresh ways.  

For the package themed “Food Redefined” which debuted on March 21, each spot delves into that concept by presenting images and sounds to humorously reinterpret a food-related phrase.  For example, footage of a shivering Chihuahua in falling snow is tagged with a card reading, “Chilly Dog.”

“This project challenged us to convey Food Network’s very clear brand messages in an innovative way – while still reflecting the network’s existing look and feel,” explained Troika co-founder and creative director Dan Pappalardo.  “To achieve this, we conceived the idea of food redefined – then focused on packaging that concept using humor and sophistication.”

“At the beginning of 2003, Dan Pappalardo and his team at Troika Design Group helped us perfect our on-air brand identity that explores the world of food from a fresh and entertaining perspective, using surprise, sensuality and wit,” said Michael Adley, VP and creative director for Food Network.  “This new package of IDs extends these ideas in a fun direction, and we anticipate a very enthusiastic viewer response.”

Under senior designer Reid Thompson's direction,director of photography Dan Schmit used 35mm film to
capture live-action elements over a black background on the stage at West Hollywood's Engine Room.  Back in Troika's studios, Thompson used Adobe Illustrator, Photoshop and After Effects to unite the high-contrast live-action photography with the fluid and colorful culinary imagery that today defines Food Network.  Using Final Cut Pro, editor Joe Botana conformed the final spots with hybrid music tracks from composer Rob Cairns.

Now distributed to more than 85 million US households and five million website users, Food Network ranks first among ad-supported cable networks on year-to year subscriber growth and first among ad-supported food websites.

Other Food Network executives responsible for this project include Christos DeVaris, director of on-air design.

In addition to Dan Pappalardo, Troika's project team also included executive producer Chuck Carey, producers Holly Eddy and Tara Belkin, associate producer Steiner Kierce, lead designer and project director Reid Thompson, animator Mark McConnell, editor Joe Botana, director of photography Dan Schmit and composer Rob Cairns.  For Engine Room, Michael Caplan served as line producer. Telecine was performed by colorist Dave Hussey at Company 3 in Santa Monica.

About Troika Design Group
Troika is a multidisciplinary, award-winning design company in Hollywood consisting of more than 20 designers, producers, animators, editors and conceptual thinkers who specialize in network branding, promotional and advertising campaigns and show packaging.  Established in the spring of 2001 by industry leaders Dan Pappalardo, Mark Bohman and Chuck Carey, Troika has emerged as one of the premier providers of strategic design and creative production for television.  Troika works closely with television and cable networks including ABC, E! Entertainment, UPN, Food Network, ESPN, Comedy Central, HGTV, Fine Living, Style and VH1.  For more information, please visit www.troika.tv or call Brett Ashy at 323-965-1650.

About Food Network
Food Network (www.foodnetwork.com) is a unique lifestyle network and website that strive to surprise and engage its viewers with likable hosts, personalities, and the variety of things they do with food. The network is committed to exploring new, different, and interesting ways to approach food - through pop culture, adventure, travel - while also expanding its repertoire of technique-based information. Distributed to more than 85 million U.S. households and five million website users, Food Network ranks first among ad-supported cable networks on year-to year subscriber growth and first among food websites. With headquarters in New York City and offices in Atlanta, Los Angeles, Chicago, Detroit and Knoxville, Food Network can be seen internationally in Canada, Australia, Korea, Thailand, Singapore, the Philippines, Monaco, Andorra, Africa, France, and the French-speaking territories in the Caribbean and Polynesia. The E.W. Scripps Company (NYSE:SSP), which also owns and operates Home & Garden Television Network (hgtv.com), Do It Yourself (diynetwork.com), and Fine Living (fineliving.com), is the manager and general partner.