''In a word: triumphant.'' To borrow a phase included in the latest third promo in M-Net's series of astounding, and amazingly well-done ''101 Days of Magic'' on-air campaign, it seems as if M-Net viewers really can't get enough.
''Absolutely perfect! Magic,'' says one of the characters included in the 3rd promo currently on M-Net which forms part of the terrific 101 Days of Magic set. Who even knew there would be more? Yet, nobody's complaining. In fact, quite the opposite. Subscribers are in love with the song, the strong and apt visuals, the clever scene selection and cutting, the sounds, and the whole hilarious collection of physical comedy scenes culled from upcoming and current TV shows and movies on the pay broadcaster.
M-Net and Clearwater, responsible for this incredibly well-done television joy, can justifiable be proud of a great effort.
The first 101 Days of Magic promo kicked-off in September - a delightful, brilliant and creatively as close to perfect as possible promo. But it was never planned to be just one. Turns out it's part of an incredibly well-done series of promos with the 3rd one currently making people wanting to watch it over and over when they see it on M-Net.
As great work went into the current one as kicked off the series, with simply unrivaled attention to detail ranging from the sounds to interlocking visual cues that include characters' movement in scenes, superb pacing, and very, very clever scene selection.
With the wonderful third 101 Days of M-Net promo currently running, I decided to ask the pay broadcaster and Clearwater more about the amazing bit of television that keeps delivering.
Currently there is a third one being shown on M-Net channels. Would it always have been a series, and if yes, were they all produced right at the beginning, or are they made in series, and will there be more or does it conclude with this one?
M-Net & Clearwater: Yes. It was always planned to be a series of themed promos based on the ''101 Days'' big idea. They were also produced sequentially, capturing the big priority content relevant to the current content on air.
Who sings this, and how was the song chosen?
The song was chosen because the lyrics of "Can't Get Enough" tied in perfectly with the campaign title 101 Days of Magic - there's just so much magic over the 101 Days that you will not be able to get enough! This is a fresh remake of the Depeche Mode classic from the 80's. This modern updated version was recorded specially for M-Net by the guys from the band Cassette - John Savage.
How many actual TV watching was needed of new TV shows and movies to be able to select clips and needed, relevant scenes?
For each of the theme spots it took roughly an entire week's worth of watching in fast forward and then stopping to select the magical clips that best suit the lyrics and the emotion of the track and at the same time best represent the content itself.
Its astounding the way in which the visual narrative of not just the first promo when the campaign started, fits remarkably well together in almost an overlapping ''story''. Who and how was all of this decided or plotted out? And in which modus operandi, for instance – were clips selected and then made to fit, were clips searched for that fits the lyrics, or were there first an idea and then people saying ''Okay lets go and look for clips that fits this idea''?
It takes an experienced editor/ promo director to identify the right shots for this kind of project. Some shots are found because one identifies before viewing what will work with the music and the lyrics - like the dancing shots. Sometimes the shots find the editor - it kind of happens by luck. The entire process is highly complex in terms of selecting and then labeling the shots according to a system so that shots can be found during the editing process. Preparation is key to this - find the right shots and the edit is easy and a lot of fun!
Unlike almost all other promos, the 101 Days of Magic on-air ones actually contain delicate bits of original audio from the actual shows and movies. Why this decision and how was it decided where to allow it to break through?
At Clearwater we always like to improve on our last promo or edit - by mixing things up a bit month to month keeps things fresh and innovative - yet using the same piece of music. The song has sections where sync-sound or voice-over works - not over the chorus or melodic parts, but rather in the quieter sections between.
It's very ''human action orientated'' in a very ''comedic-frenetic'' kind of way. Was that the brief or part of just a creative idea and inspiration, or why the decision to go with people doing funny stuff?
The brief was to deliver a campaign that would have 101% entertainment. That every execution should deliver against this brief. The music's tone and emotion also drives what shots work where - the track is feel-good and upbeat and entertaining - so the shots should match this.
Anything else perhaps interesting about this specific on-air promo effort that viewers won't know or realize?
Every single element - from end boards to channel logo - were designed specifically to suit the look and feel of this campaign. Very specific shots were chosen to reflect the emotion that we wanted to establish over the 101 Days of Magic until the end of 2011. It needed to be fun, colourful, bold, friendly and have a ''stand-out'' factor.
