Tony Zaret

Editing, additional motion graphics

Editor, Additional Motion GFX, Sound Design

Editing and Motion GFX

Editor, Motion GFX

Editor, Motion GFX

Wrote and produced for Unilever to reach out to retailers regarding their men's care products.

Used After Effects to simulate an in-progress software application

Served as lead editor and motion graphics creative.

July 2019

THE CHALLENGE: The objectives of the co-branded campaign were: a) drive awareness of Xfinity high-speed internet, b)awareness of the upcoming new season of Royal Pains, and c) to promote USA Network as a brand both to advertisers and consumers. The approach and script had to showcase both brands in their own unique voices while balancing the messages. 

THE INSIGHT: Misunderstandings via modern day communications are a hazard of bad broadband - sometimes to effect of damaging relationships. Digital communication is only as good as the service underlying it.

THE APPROACH: Dramatizing the potential disasters of slow broadband in modern day communications using the Royal Pains characters. The characters' voices shine in the dialogue as well as that of the overall USA brand of "Characters Welcome," seamlessly integrating something that might seem like a dry utility (internet service) into relatable setting.

THE RESULTS: The 7th season of "Royal Pains" premiered to 1.67 million viewers in 2015, causing the show to be renewed for an 8th season. In addition, Xfinity added over 400,000 internet subscribers in the same period.

June 2015 

THE CHALLENGE: Not known for comedy or female-centric programming, USA moved into the world of sitcoms with "Playing House." How could we explain this new show and direction to the audience while maintaining continuity with the network brand?

THE INSIGHTS: I leveraged the show's greatest strength - the chemistry and winning-personalities of it's two stars to introduce "Playing House" to the audience. Instead of a spot full of nothing but clips and voiceover demanding people watch (something that would be ignored as just more "promo" on the "feed" that is the network) I had the stars speak directly to camera and let their charisma sell itself.

THE RESULTS: Playing House 's premiere was watched by 847,000 viewers and it has since become USA's first half hour comedy to be renewed for a third season.

THE CHALLENGE: "It's the Great Pumpkin, Charlie Brown" is a classic special that airs every year. How could I re-launch it to millennials in a way that shows the network is more than just a stodgy home to family-friendly content?

THE INSIGHT: Millennials don't respond to nostalgia in the same way as previous generations. Whether it's a vinyl record or a classic show, everything can be new. To connect them to this nearly 50-year-old special, a framing device was needed to make it relevant to them.

THE APPROACH: Dig deeper into the well-known children's characters and treat them as "actors." By writing new dialog for them that spoke to a generation raised on "Behind the Music" and the "True Hollywood Stories" referenced in the opening of the spot, breath new life into a property that had been airing so long it might seem like a relic from millennials parents' childhoods.

THE RESULTS: 10.4 million viewers tuned in to "The Great Pumpkin" in 2008, a 20% increase over the past year's airing.

October 2008

Showtime: Roadies "Roadies House"

THE CHALLENGE: How do you make a something like a TV network seem like a distinct brand rather than a faceless repository of content, especially in an age when people are consuming TV in so many different settings?

THE INSIGHT: Millennials have grown up with on-demand video and no longer feel allegiance to networks. However, they are passionate about characters and stories that speak to them, irregardless of their origin. 

THE APPROACH: A collection of videos to live both on-air and on-line that feature the various stars and personalities at the network all living under one roof, all illustrating the network tagline "Start Here" to let them know their favorite shows were all "living" under the same brand. This spot features: Rob Lowe (then starring on ABC's "Brothers & Sisters") interacting with the host of the popular "Extreme Makeover: Home Edition" and Taye Diggs, then starring on the "Grey's Anatomy" spin-off "Private Practice." In them, the characters deal with "living together" in comedic situations.

THE RESULTS: ABC finished the 2009-2010 season averaging 8,640,000 primetime viewers. "Modern Family," launched to advertisers at upfronts as part of the ABC House Campaign, continues to be a ratings leader to this day.

January 2010

THE CHALLENGE: Every year, the CMA awards features performances from country music's biggest stars - so how do we remind people of this in a new way? I was tasked with figuring out a way to introduce the roster of big names performing without it just feeling like a "laundry list" of singers and bands.

THE APPROACH: This spot, which I wrote, produced and directed, adds a human touch to hype. Brad Paisley and Carrie Underwood, known for their singing, not acting, show off something to tune in for besides just the awards - their chemistry and personalities. Their natural warmth which I highlighted with the dialog in this spot makes them fit right in with the network known for Modern Family.

THE CHALLENGE: Why watch a movie on TV, especially ones as widely seen as the "Terminator" series? With "Terminator 3," I had to make a major action blockbuster seem like an organic fit with USA's brand of quirky original series.

THE INSIGHTS: People tuning in to watch a Terminator on TV are already aware of the premise and the stars so with this spot, I used the voice of the network to play up just what makes these movies so fun. The spot both drives tune-in and uses a knowing wink to the audience to let them know that USA isn't just distributing content, it's a fan-centric home for the movies and shows people love.

THE RESULTS: "Terminator 3" premiered to record ratings on USA.

A longer segment. I wrote the questions, directed the segment conducted the interview and edited the finished product.