In collaboration with Andrews Jenkins and Go Films, the 2010 packaging for Burn Notice was given a bit more bang for its buck with this spot, "Slow Burn". The concept was to start with the aftermath of a particularly hairy situation, and see that part of the action play out in reverse. All the while Jeffrey is moving forward, and at the end pulls out a document that could be part of his past, and the reason for his burn.
Director: Andrews Jenkins
DP: Joe Meade
Creative director: Evan Mathis
2010
As we started to approach the packaging for Burn Notice 2010, we thought back to the things that had been successful elements of Burn Notice in the packaging from previous years: Miami as a character, high frame rate actions / simple action sequences, elements from the show incorporated into packaging (ie Michael’s Charger), fashion-esque portraiture, some sense of an enemy presence.
Our challenge was how to successfully combine these elements from previous seasons without seeming like we are repeatingourselves. One way to differentiate the packaging in 2010 from previous years was to work within the same visual framework, and to leverage the success of previous years' promos while still making a leap forward.
Miami has always played a central role as a character within the Burn Notice packaging. It serves not just as a location, but very much as a part of the identity of the show as design element with its unique color palette and architecture.
As we had been down on the beach in previous years, for 2010 we thought it best to go up, in this case up would be a very stylish penthouse overlooking downtown Miami. The condos and hotels of South Beach could be seen in the distance and the set design was stylish and graphic, and uniquely Miami. Our camera angles were blocked out to create portraits that incorporated the view over Miami and also made the best use of the hyper-stylish interiors. In order to get some fresh perspective and new angles, we will shoot long lens portraits of Michael with Fiona on the rooftop of the penthouse. The packaging that we ended up with was a good mix of clean, character driven portraiture, as well as action shots.
Director: Andrews Jenkins
DP: Joe Meade
Creative director: Evan Mathis
2009
Burn Notice was continuing its streak as one of the hottest shows on TV, and the goal for packaging was to continue to explore Miami as a location, but this time with more of an architectural focus. The shots were designed to be a bit more highly stylized than in previous years, while still staying true to the slick spy world of Burn Notice.
Director: Andrews Jenkins
DP: Joe Meade
Creative director: Evan Mathis
2008
With the success of the previous year’s packaging, 2008 was a return to using outdoor Miami as a location, but with the addition of Bruce and Gabrielle as part of the packaging to complete the picture for the new season. We turned up the styling a notch, and found some locations that gave a little bit more grit the the overall look. The launch for the season was kicked off with a music video based on the shots from the packaging.
Director: Kevin Bray
Creative director: Evan Mathis
2007
For the first season of Burn Notice, we wanted to establish a stylish look of intrigue in and around South Beach for the launch. As this was a new series, there was a “fish out of water” feel to Michael Westen, and also a desire to show Miami as a character. We took the elements of Michael in his camel suit on the beach, the ever vigilant men in black, and a cool spy demeanor and it all added up to a successful formula for Burn Notice.
Director: Kevin Bray
DP: Scott Buttfield
Creative director: Evan Mathis