"We wanted a sense of the imagery and ideas bleeding into one another," said Baudenbacher. Working with the Smithsonian Network team, Loyalkaspar created the concept "Be Your Own?," which reflects the empowering nature of the Smithsonian Network's content and its ability to provide a deep knowledge base into aeronautics, history, natural wonders, pop culture and more.īlending live action and 2D/3D animation, the spot begins with the words "Be Your Own: Smithsonian," followed by a colorful, evocative, imagistic montage of real people interacting with a 3D world that seemingly unfolds around them. "We want to encourage viewers of all ages to take it upon themselves to be whatever they want to be." "We wanted the tone to be very aspirational to connect with the viewer and empower them to relive those magical experiences of discovery," says Baudenbacher. In the coming months additional IDs and branding components will be introduced to the website and the network, which is due to launch later this year. The first phase a :30 anthem spot can be seen on the homepage of the network's website. Loyalkaspar, the acclaimed design/production boutique lead by Beat Baudenbacher and David Herbruck, has been selected by the Smithsonian Network the new venture between Showtime Networks and the Smithsonian Institute to create the comprehensive on-air/online branding/ID package for the new network.
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