Troika

Troika’s documentary was a great peek into the world of network marketing.  Months of work, years of company partnerships, and a team of 25 members is what it takes to produce the 1-5 second clips that appear during commercials, show openings, and program schedules.   Troika’s demo reel includes big-name stations such as ESPN, FOX, ABC, NBC, TruTV, Oxygen, Starz, Animal Planet, AMC, E!, Golf, VH1, and the CW.

For network branding, working with a client’s audience is very crucial to their projects.  Network branding is all about trying to represent the client to the audience.

One of the things the company repeated over and over again throughout the documentay was their process.  One of the employees actually says that they are paid for their process and not their end product, which I think says a lot about their work.  We have tried to do this so far in our projects for class with our drawings, heavy planning, and testing.  Working collaboratively is one of the company’s key processes.  Graphic designers work with other graphic designers.  Motion graphic people work with other motion graphic people.  In this environment, ideas can be more easily shared and critiqued, even if they aren’t working on the same project.  When a project is just starting out, the company likes to work in large rooms with cork board walls.  One of the employees called this interative planning because the employees are encouraged to move around ideas, papers, storyboards, etc.

I mentioned previously about collaborating. Collaborating is another key aspect of the company’s philosophy.  When the company first started out, the graphic designers would meet once a week to exchange ideas to spark creativity.  Eventually, they started teaching each other some of their skills, which lead to them doing workshops for the rest of the company.  Troika believes that having a wide range of skills is very valuable, even if you aren’t excellent at a particular skill.  The interactive media program is all about learning a wide range of skills, so I was very excited to hear about that.

In the end, Troika seems like a cool company.  The work environment seemed really fast paced and busy, but the work they are producing is polished and has a large audience.