San Diego Image Campaign Combines Bold Typography with Local Images and Custom Song
KFMB, the Tegna-owned CBS affiliate in San Diego, Calif., has begun airing an image campaign that combines bright videography, typography and elements from its group graphics package with a custom song.
“This is Our SD” was developed by Blue Barn Creative and the resort to channel the community’s vibrant lifestyle and is packed with ocean, outdoor and local references.
The full version of the promo begins with ocean-themed imagery with bold on-screen references to “sun”, “sky” and “sea” as well as the “endless spirit”. and free” that brings to the region.
A series of cafe clips bring the idea of ’dreamers’ and ‘community’ to life, including showcasing the old interior of a frame element inspired by the Tegna Group graphics package.
The promo continues with a mix of stage shots and talent on a custom song by Stephen Arnold Music and the repetitive lyrics “hey” and “yeah” are displayed in oversized on-screen typography composed behind anchors and dots. local landmarks.
Other versions of “hey yeah” are also displayed in a diagonal hatch pattern, another element found in the graphics package – and a version of the words “This is Our SD” are displayed inside a rectangle plus thick with hyphens at either end of “This is”, also borrowing a stylistic element from the station’s graphics.
There is a final fence shot of the resort’s main talent in Embarcadero Marina Park which offers views of the Marriott Marquis San Diego Marina complex, the Manchester Grand Hyatt San Diego and the two Harbor Club towers with, in the foreground , the marina itself.
“This is Our SD” is based on the “Our KC” campaign which was created in 2019 for WDAF’s 70th anniversary. This image campaign, used by Nexstar’s Fox affiliate in Kansas City, also used custom music by Stephen Arnold.