'tube' Imaging - Midday Opener

New-look tube for South African kids
Masters & Savant's newly formed strategic arm, Masters Media Africa has been awarded the SABC Tube imaging account.
Explaining what was required and how the new look had to engage with the audience Roger explains that the concept of the new tube world was that the new look had to appeal to both 4 - 7 year olds and 7 - 14 year olds.
"We were working with the idea of what Disney and Pixar have been working with when creating their animated feature films. We had to create a world that appealed to two very different audience mindsets. The new world had to retain and capture audiences, so it was necessary to develop the world that communicated two messages," Smythe says.
Essentially, the new tube world is a television programme set, with the new friends being the actors and Dub being the star performer and director. While the bright, colourful and softer images will capture the appeal of the 4 - 7 year olds, the concept of Dub being real and an actor/director will appeal to the older target audience. Sequences within tube will also feature out-takes and bloopers.
"Children will be able to enjoy a Dub that is slightly more physically streamlined with longer legs and a whole lot cuter. For example his eyes will be made green in colour and have a more approachable look with the addition of corneas. These changes will result in a more visually appealing and updated look," he says.