Objective visual rebranding and the semantic reformatting of the teenage TV show “Generation Z” of the Pershyi UA channel about young guys who are engaged in what they like. Creation of a modern video for the introductory part.
Deliverables The Pershiy UA is one of the oldest Ukrainian TV channels, which has just started the process of content reform. Since structurally the organization of the channel is very complex, it takes a long time before the idea hits the screen in its final form. The teenage TV-show “Generation Z” needed a thorough rebranding. Initially, there was no brief, so we thought and formed the whole concept of this project: from visual design, to music, editing and naming. We found a musician who wrote a cool track for the main theme. We had access to archival records, old broadcasts and news the digitized fragments of which we used for the main theme, collaging them with fresh video (for example, in the first frame you can see the Closer), and then mixing with the hand-drawn animation. Important: in the modern reality, the audience of this program does not watch TV, and if it does, it is mostly in the regions, villages and small towns. The program is aimed at teenagers aged 12-17 years and our first priority was to understand what might interest teenagers of this age who live in certain conditions. The cultural gap is really huge, and what can be considered as cool by city dweller in the age of early 20, may be absolutely dumb for the audience of the programme. And vice versa. Therefore, we began to communicate with the guys on the streets and ask them what they like, what they can be hooked on. When one is creating content for a certain audience, it is very important to know and understand its relation to the environment in which it exists. We began to think that consumers of this content live in a rather contradictory world: 11-years-old, you see around yourself all these ugly stalls, sleeping homeless, and on the other hand – you have internet in which Tesla launches the car into space. We decided to show the context in which these children live daily so that they can identify themselves on the TV screen. The design should reflect the reality of the time and context, so in the video you can see daewo lanoses, the ETC inscription on the abandoned building, a portrait of Taras, rushnyk (favorite school attributes). So we made content and the consumer closer to each other. It was necessary to choose a beautifully sounding and stylish Ukrainian word, so “nahiba” was born. Some time tried to pick up an alternative, but stopped on the first option. Because looking at it all there is only such a question: NAHIBA?
This was our first video work.