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Magic City Creative Brief – Title Art UPDATE: 3/04/11

WHAT’S THE PROBLEM?

New series with no brand equity or built in fan base.

Period piece – how to make relevant to today’s world.

Rebuild the brand of Miami Beach as the elegant place you had to be due to its fame, glamour and

elegance. Shows like Jersey Shore have diluted the brand in a sense.

WHAT ARE THE OBSTACLES THAT STAND IN OUR WAY?

Challenge to re-brand Miami Beach as Magic City.

Maintaining the balance of the show between historical correctness and entertaining over the top fantasy.

WHAT’S THE OBJECTIVE?

To develop a piece of title art that conveys glamour and excitement of early days of Miami Beach.

An icon that projects sexiness and the dream of Miami Beach – with an aspirational quality – that speaks to Sinatra’s famous tune – “Got the World on a String”.

To represent the show as a reflection of attitudes at the time – a cultural period of “brightness”.

Create a piece of title art that conveys the dream/fantasy of Miami Beach; an introduction into this world of seduction.

To convey both swank elegance and dangerous lustiness; Miami Beach and the Miramar reflect both the light and dark sides, both the fantasy and the reality.

Provide a glimpse of the “sun and fun capital of the world” as well as the darker quest for money, power and sex.

WHO ARE WE TALKING TO?

Group 1: Premium Original Fans

This group loves their premium channels and, even more, loves original programming. They are the sweet

spot within our Entertainment Individualist target audience. This group is made up of 21 million people.

Only 12 million of them are current Starz subs.

DEMOGRAPHICS PSYCHOGRAPHICS

53% men, 47% women Lots of technology in the home

50% 25-44 & 28% 35-44 Access movies in many ways

61% in HHs of 3+ people Above-average DVD rentals/purchases, PPV orders

58% married, 44% have kids under 18 See many benefits in premium subscription

51% $50K-150K Watch HBO/Showtime more frequently than prem subs

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Group 2: Drama enthusiasts and fans of caper and heist movies and series

Aspirational, boundary pushing and edgy, showing sides of life and situations too graphic and

controversial for basic cable. They also expect great storytelling with complex yet relatable characters and

sexy cityscape and escapism.

Group 3: Multi-cultural Overlay

Setting, story and music will all provide an opportunity to tap into the Latino audience.

WHAT’S THE SINGLE MINDED THOUGHT?

When you look at the Magic City logo/title treatment it should convey a sense of glamour, wealth and

sexiness. An image that makes the viewer want to escape to that time and place.

WHAT ARE THE OBSTACLES THAT STAND IN OUR WAY?

Miami Beach is a key setting and there has been some brand damage done to the city. Another

challenging element is the period during which the series is set – late fifties have a more provincial quality

then something set in the sixties.

Color options can be explored.

The logo should work in all the following areas and have the appropriate flexibility to be used broadly.

– Print, video and online

– Horizontal and vertical

– Large and small space use.