The DMCI for CBS

The latest work from The DMCI is a series of new season promo IDs for US broadcaster CBS.

The 'CBS Eyecon Image Campaign' signifies a bold, new direction for the CBS brand. The spots which feature animated illustrations of programmes such as Big Bang Theory, NCIS, CSI and Two And A Half Men, were initially deemed risky for the American market.

The campaign of 60, 30 and 10 second spots showcasing the network's new season was first presented internally at season launch events at the Museum Of Modern Art and Carnegie Hall (NYC) and received an overwhelmingly positive response.

CBS director of on-air promotion, Sarah LaBrache said the piece had been a huge success.
“There has been a buzz within the company and in addition to (NCIS actress) Pauly Perette's tweet, the piece has also received nice write-ups in press," she said.