On-Air Branding & Broadcast Design: American Idol (ABC)

Project
Overview

You're going to Hollywood!

This season of American Idol on ABC gets a bold new look—real, raw, and completely in-camera. With no CGI or green screens allowed, we crafted a world of semi-abstract music-inspired shapes—microphones, keyboards, and guitars—built from metallic elastic strings that bend light into mesmerizing cyan and pink gradients (brand colors).

Client: ABC
Project: American Idol
Platform: TV

Brief - Build a 100% in-camera season toolkit

Create a season branding package for American Idol’s marketing and broadcast needs, with a clear constraint: everything must be shot practically, without studio tricks (CGI/green screen). The goal was to evolve the show’s look while staying true to its legacy, delivering a modular toolkit that works across on-air promotions and campaign assets.

Creative approach - Light sculptures inspired by iconic instruments

We designed semi-abstract structures inspired by emblematic instruments to create a living visual performance, where material becomes image and light becomes rhythm. This vibrant aesthetic extends to judge and host imagery, bringing the raw energy of live music into every frame.

Process :

. Concept & creative direction (instrument-driven visual language)

. Structure design (composition, tension, rhythm)

. Prototyping & material tests (wires, reflections, diffusion)

. Lighting design (contrast, cyan/pink gradients)

. In-camera shoot (organic captures, practical transitions)

. Post-production (edit, color grade, toolkit finishing)

Deployment - On-air toolkit & campaign adaptations

We delivered a dynamic, modular toolkit built for promotion: bold key visuals, seamless transitions, and flexible backgrounds, optimized for on-air use and OOH (out-of-home), with extensions ready for digital and print when needed.

Lights, Camera, Idol!

Shot in a single day with a robotic arm, these striking visuals laid the groundwork for a larger shoot featuring judges Lionel Richie, Luke Bryan, new addition Carrie Underwood, and host Ryan Seacrest. The result: a dynamic blend of live-action and abstract artistry, delivering a fresh, electrifying Idol experience.

Making of - Practical shoot, zero CGI

At the heart of the project is a practical mindset: build, light, and film real elements to achieve textures and light distortions that feel impossible to fake with the same authenticity. A handcrafted approach that gives the season package a premium, instantly recognizable signature.

Words from the client

«After years of having computer generated graphics for American Idol on ABC, we wanted to elevate the marketing graphics for Season 8. Ramon + Pedro was able to keep the look and feel of where we had been but reimagine it with a practical live action shoot. It's a beautifully designed toolkit that’s a perfect evolution of the past 7 seasons.»

Lucas Aragon ABC Entertainment, Executive Director Branding & Design

Expertise involved

On-air branding

TV branding / broadcast design

Creative direction

Toolkit design (on-air & campaigns)

Practical build / structure design

In-camera production

Lighting design

Post-production (edit, color, finishing)

Ramon & Pedro partners with TV networks, platforms, and entertainment studios to craft bespoke visual identities and on-air branding systems. Have a similar project? Let’s talk.

Credits

Client ABC

Concept / Production Ramon + Pedro
Creative directors Antoine Tinguely / Laurent Fauchère
Account director Fanny Vuattoux
Rep Laura Coones

Shoot

Directors Laurent Fauchère & Antoine TInguely
Producer Jenna Dorenbos
DoP David Baumann
Grip João Prates
Set design Pascal Baillods
Making of Maxime Coppey
Data Manager Romain Chautems

Post Production

Motion Design Felix Helfer, Nikola Bartek, Isaline Tardy