The Briefing Room

New York: Daniel Gonzalez and Jeremy Lasky, founding partners of Perception, the award-winning design and visual effects firm, recently took the art of the pitch to the next level when they set their sights on landing an expansive, fully-integrated 360-campaign promoting ‘Wrecked,’ a new HD reality series for SPEED, the definitive network for motor sports and automotive lifestyle programming.

Their branding strategy, multi-platform advertising campaign and media rollout scored one of the highest-rated premieres of an original program in the Fox Cable Network outlet’s history, with a .74 rating that catapulted SPEED to the third-ranked basic cable network among the target demographic in its 10 P.M. timeslot. Creative directors Gonzalez and Lasky, who thrive on complex creative challenges, are building upon its unprecedented success to attract other large-scale 360 projects to their high-end, one-stop shop and are currently working on two other expansive, multi-platform campaigns.

‘Wrecked,’ which launched this summer with 20 half-hour episodes, falls into the ‘dangerous reality’ genre. The show shadows the no-holds-barred employees of Chicago O’Hare Towing & Recovery, as these highly competitive risk-takers - often the first on the scene of an accident - encounter the inherent perils of one of the nation’s most dangerous professions.

The recently re-branded network was looking for a creative resource to provide it with an innovative concept for the launch of its original program. Perception did just that - attracting a large number of new viewers to the channel, and helping establish the show as SPEED’s signature prime time series.

Lila Everett, SPEED’s senior vice president of marketing, concurred, “Perception delivered concepts that were aggressive and edgy and best matched the feel of the program itself. They were able to express just what we were looking for in an overall approach.”

“Our approach to developing solutions for our clients is not traditional,” notes Lasky. “We had just two-weeks to come up with a ‘BIG IDEA’ that would translate across multiple platforms, so the process for this project was particularly intense.”

For the kick-off to the pitch Daniel and Jeremy visited Hoboken, (often referred to as Tow-boken) and followed around a group of local tow truck drivers, documenting the colorful, street-savvy characters’ feedback on what they felt were common misconceptions about their vocation.

“Danny and I really got into what these guys were all about,” notes Lasky. “When we get involved in a big project like this, we do a lot of field research and really immerse ourselves, so that we can come up with unique and effective solutions.”

Lasky and Gonzalez hopped a flight to Charlotte, where they made their pitch at the network’s corporate headquarters - transforming SPEED’s conference room into the scene of a danger zone.

Their adrenaline-driven, concept and design elements created a captivating presentation – and set a tone and aesthetic that reflected the show’s brand. The visual framework included over 40 pages of concept and printed frames mounted on black board and integrated into a customized sheet-metal structure. Outfitted in tow truck driver garb, the team utilized an authentic array of props - such as ‘caution’ tape, traffic cones and other ‘danger’ elements. The gritty, tactile presentation literally brought Perception’s 360 advertising campaign to life, winning the New York-based company the account.

Perception took the job from concept through completion – providing a seamless transition to a broad range of media outlets. Gonzalez and Lasky, along with their team, created a larger-than-life brand that effectively pulled viewers into the show with a multi-platform approach that integrated everything from TV promos, commercials, radio spots, Jumbo Trons, billboards, and print ads, to Rich Media banners, guerilla advertising, event exhibits, bus wraps, kiosks and an on-line presence.

“The ‘reality’ genre is exploding, but it’s a very competitive market,” notes Gonzalez. “Creating the kind of pre-launch buzz that attracts a record-breaking number of viewers to a premiere is key to the success of a show, and we enjoy meeting that kind of challenge - and meeting everyone’s expectations in the process.”

“We’re thrilled and excited to have had the opportunity to promote SPEED’s groundbreaking new series,” he adds. “We pride ourselves on big, conceptual ideas and we’re ecstatic to have collaborated with the team at SPEED on a creative partnership that launched WRECKED into the stratosphere!”

“Perception has organically evolved into a highbred design and visual FX firm offering a complement of conceptual agency services,” remarks Lasky. “We’ve created a cost-effective one-stop resource for multi-platform creative solutions, making brands connect with their target audience.”

Since its inception in 2001, Perception’s mission has remained a constant – to change the way people see things, shift attitudes and create product recognition – while always staying ahead of the curve. For additional information on the company and its services, contact Jeremy Lasky or Daniel Gonzalez at 212.563.3388, or visit www.perceptionnyc.com.

ABOUT PERCEPTION:

Run by former R/GA creatives Jeremy Lasky and Daniel Gonzalez, Perception’s mission is to create world-class commercial visual art that combines their clients’ message with timeless design.

From the biggest to the smallest screens, Perception consistently innovates across all media platforms. At its core is a cutting edge design lab that’s focused on solving creative problems. Their work communicates powerful ideas to the masses with a magnetic appeal. Perception is about changing the way people see things, shifting attitudes and creating recognition.

Perception has provided groundbreaking solutions for clients such as Deutsch, Wieden & Kennedy, SPEED Channel, The Vidal Partnership, CourtTV, MMB, Discovery Channel, SS+K, Brandbuzz, Sony, R/GA, AFG, Grey Worldwide, BBDO, IFC, Sundance Channel, ABC, Bravo, Miramax, WE, Channel, AMC, the entire ESPN family, Ogilvy and Mather, Playboy Entertainment, SportsNY, SpikeDDB, Time Warner, Showtime, Spike TV, Concept Farm and HBO/Cinemax. Perception has been honored with multiple BDA awards, Telly awards and three Emmy nominations. For additional information please contact Jeremy Lasky or Daniel Gonzalez at 212.563.3388, or visit PerceptionNYC.com.

ABOUT SPEED:

SPEED is the nation’s first and foremost cable television network dedicated to motor sports and the passion for everything automotive. From racing to restoration, motorcycles to movies, SPEED delivers quality programming from the track to the garage. Now available in more than 78 million homes in North America, SPEED is among the fastest-growing sports cable networks in the country and, the home to NASCAR on SPEED and an industry leader in interactive TV, video on demand, mobile initiatives and broadband services. For more information, please visit SPEEDtv.com, the online motor sports authority.

THE SHOW:

Wrecked follows the dangerous work of a group of Chicago tow truck drivers as they navigate tragic accidents & perilous roadside recoveries. Each episode weaves together workplace relationships with multiple stories that range in tone and content from intense conflict to bizarre encounters; from tragic accidents to heartwarming rescues; from minor scrapes to major spills.

Seen through the eyes of O’Hare Towing owner Bill Gratzianna and six of his best drivers, every driver is a character and every tow a story – from a simple flat tire to a truck crash that just scattered live chickens across highway 290 during rush hour.

CREDITS:

Client: SPEED Network

Project: 360 multi-platform campaign for “Wrecked”

Concept, Design, Production: Perception (New York City)

Creative Directors: Danny Gonzalez and Jeremy Lasky

Senior Producer: Brian Butcher

Producer: Tamara Bridges Rothschild

Art Director: John LePore

3D & Design: Brett Bailey, Patrick Scruggs, Akira Thompson,

Zak Shukan, Jeff Baghai, Mark Thompson and Shaun Collings,

Editor: Adam Spreng