CNBC
Deal or No Deal Promo Campaign
The Million Dollar Question
The Million Dollar Question
CNBC
Deal or No Deal Promo Campaign
  • CLOSE
CNBC
Deal or No Deal Promo Campaign
Client: CNBC
What we did:

Project Description

Reviving One of NBC’s Finest Game Shows

In 2009, NBC’s Deal or No Deal disappeared from TV. This landmark game show not only gave one lucky contestant the chance at a cool $1,000,000 each episode – but it also served as the career launching pad for Meghan Markle, who now (as we all know) is the Duchess of Sussex. So really, you can thank the fine work of the Deal or No Deal showrunners for extending the royal family. You’re welcome England.

When CNBC approached us to promote the revival of Deal or No Deal we were honored to oblige. What started as a trio of 15-second promo teasers quickly became a series of ten individually crafted animations featuring various iconography from the hit show – alongside imagery of Howie Mandel, who is reprising his role as the show’s host.

So Many Briefcases

Originally we worked with the team at CNBC to craft those 3 unique promo spots from their starting point. We employed every creative tool we had on hand, from kaleidoscopic imagery of briefcases, explosions of cash, a pristine CG render of the big red button, and animations of Howie’s immortal good looks. The spots were a combination of the branded iconography from the show, and the “neon” peacock logo that has become the hallmark of CNBC on-air branding.

After we delivered the first three spots, the team at CNBC came back to us to conceptualize seven additional, equally unique promos. From there, we hit the ground running and sent back a massive conceptual deck with enough ideas to craft a short film of Deal or No Deal promo content. The real task at hand was to land on the seven ideas we all liked from the many that we presented.

The Return of a Modern Classic

The level of trust and respect we were offered from the creative team at CNBC went hand in hand with the final product, and the diversity of spots we crafted with them. All ten promos had not only a unique look but an entirely different concept behind them. As you can imagine, that complicated the creative process – another fine testament to the collaborative nature of the project as we leaned on our problem-solving skills and delivered some top-notch design and animation under the pressure of a tight delivery deadline. As fans of broadcast identity work, as well as of our universal love of the 8 year run of “Bobby’s World” in the ’90s, we’re honored to partner with CNBC as they transition their programming to include more reality and game shows. We’re excited for the return of Deal or No Deal – it’s been far too long.