2010 Soul Train Awards Show Open and Broadcast Package
We jumped at the opportunity to collaborate with Centric, VH1, and BET to brand the 2010 Soul Train Awards. Who can ever forget Saturday morning jams with the Soooooooul Train!?

The brief from Centric was to explore the concept of the "Valhalla of Soul," or Hall of Fame that is implicit in the history of the Soul Train brand. The challenge was to expand on early 80's intergalactic neon themed album covers while keeping the vibe intact of one of the longest running programs in television history.

Our solution was to make the old new again. We merged the interstellar-meets-neon cue and took a trip through history. Representing the different forms of Soul through the decades are icons that transform into one another. A mirror ball, a vintage microphone, a 45rpm spindle, a record on a turntable, a thumping speaker, and the iconic Soul Train itself, are all fashioned from neon light, and floating in a disco-themed galaxy. Keeping it funky and true to the brand, the open rounds out as the Soul Train struts and dances the inchworm all the way through to the logo.

The end result was a successful integrated branding system that extended across multiple formats from broadcast to live stage graphics.
Credits
NETWORK: VH1 / Centric / BET

PRODUCTION: Colourmovie
CREATIVE DIRECTOR: Brandon Martinez
EXECUTIVE PRODUCER: John McGinnis
ART DIRECTOR: Camille Chu
PRODUCER: Elsa Mejia
DESIGNERS: Camille Chu, Jeni Wamberg
ANIMATORS: Camille Chu, Jeni Wamberg, Christian Perez, John Dretzka
JUNIOR CREATIVE: Sonja Theill