Two FX sets vying for Promax honors

Two of FX Design Group’s set have been chosen as finalists for the 2012 PromaxBDA Local Awards in the category of set design – KPIX-TV in San Francisco, and KJRH-TV in Tulsa, Okla.

PromaxBDA, an international association of design and marketing professionals in the entertainment industry, hosts the PromaxBDA Local Awards to celebrate best practices in promotion, marketing and design at local television news affiliates across the U.S. Local Award entries are submitted by news stations or producers of the end product.

The gold, silver and bronze award winners will be announced at a ceremony scheduled for June 28, in Las Vegas at the PromaxBDA Station Summit.

Mack McLaughlin, FX’s CEO and creative director elaborated on the company’s design approach in a statement. “When we begin the creative process, our team certainly doesn’t design for the sole purpose of winning an award. We design for the client’s success and their goals – connecting with their viewers and strengthening their brand.”

The two nominated FX finalists share several overall design features including contemporary, vibrant, light-driven backgrounds; multi-screen monitor arrays; multiple presentation venues and flexibility for different camera shots. And they each had their own unique project goals and objectives.

For KPIX the goals were, according to FX, to create a dynamic environment with maximum flexibility, many shooting positions and upgraded technology. Also, to showcase the CBS O&O graphic look with video and light-driven elements that reflect the Bay Area’s tri-city market. FX collaborated with KPIX to create a versatile, vibrant look with three zero-bezel video walls that serve as video canvases to interact with a story.

The dynamic anchor wall can feature anything from live shots to moving graphics. The two smaller walls in the multipurpose and traffic areas are on rolling carts for ultimate flexibility. The wraparound, self-illuminating environment offers numerous shot positions. The finishes and shapes embrace the CBS O&O look: frosted plexiglas, metal mesh, brushed pewter and variegated shades of blue. The C-shaped columns echo the shape of the CBS eye and graphic montages of local scenic icons reflect the tri-city market. The set, targeted to KPIX’s core audience of Adults 25-54 has been extremely well-received by viewers.


For KJRH the goals were to create a warm, versatile news environment that better exploits depth of field on a restricted budget. FX designers focused on redesigning the set layout and the existing weather area to improve functionality. FX worked with KJRH to combine new components with scenic updates of existing ones, including colorful backlit elements, modern finishes, and a high-tech video wall.

The redesigned weather center allows three meteorologists to face outward and converse on camera during Tulsa’s severe weather. The backlit backdrop features frames of frosted Plexiglas to enhance the illusion of depth in HD. The anchor desk is angled asymmetrically into a studio corner, creating deeper camera angles and a relationship shot to Weather. A rolling cart with a 2×2 stack of Ultrathin Bezel LCD tiles provides an alternate anchor backdrop and a focal point for reporter stand-ups. The design for the NBC affiliate targeted its 25–54 demographic and has been well received by younger viewers who laud its fresh design approach.

Giant Octopus, FX’s motion design and animation division, and past PromaxBDA winners, also received a bid in this year’s awards. Two of Giant Octopus’ motion designs were chosen as finalists in two different categories. WABC-TV was chosen for image promotion while KXAN-TV was selected for the news package category.