Broadcast design studio Belief creates Zoom channel promo

MUMBAI: The opening up of a world of vibrant charm is virtually portrayed in the poem-like promo that Belief has created for the Zoom channel. The lightings, the colour shades, the special effects all come together to give the viewer a surrealistic enchantment.

Belief, an Emmy award winning broadcast design and production studio has unveiled its latest work, a TV commercial airing in India that promoted the recent launch of Times India's Zoom Channel.

Glamour, glitz and a surreal discoth?que nightclub are the trademark look Belief developed for the new channel commercial. The flow-like treatment being given to the visual presentation conveys certain awe. A brilliant post-production work is cunningly employed to convey the theme of the channel without losing the total mood of the promo.

Belief founder, executive creative director Mike Goedecke made the formal announcement of the work through an official release.

"It was imperative that the look and feel of this new channel be glossy and exclusive, yet mysterious," said creative director Richard Gledhill. "By shooting the talent in a dark environment with lots of hard edge lighting, we were able to achieve that effect. We then composited all of the live action into the CG nightclub that is built around the Zoom logo. The exotic car and limousine really helped to pull off the exclusive, VIP nature of this new channel."

Zoom's creative team from India was flown to Los Angeles to observe the shoot of the film.

"The amount of time we had from shooting to final delivery was about a month and a half, an incredible crunch," said Belief executive producer Gregory Stacy, who worked closely with the client and supervised the entire project."

"The design for the Zoom TV spot will take the booming Indian television and entertainment industry by storm. No TV channel in the land of the Kama Sutra has seen a spot like this ever before. The overall look is an amazing amalgamation of glamour and slick design," said Zoom on-air promotions head Shailindra Kaul.

To download stills or a of the QuickTime Zoom promo, visit the Belief website. To reach the Zoom promo page, click on Enter, Click on Client Site and then enter Username: Press, Password: Press.

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