MUMBAI: Concrete Pictures has been tapped by Us pubcaster PBS to refresh the entire graphics packaging for the Go! programming block on PBS Kids, a late afternoon block launched in October 2004 and designed entirely for early elementary school kids.

PBS Kids worked with the creative agency to develop the original packaging into a fully 3D environment in which a cast of children interacts with animated elements in different ways.

The complete branding package, which also includes a series of 12 live-action interstitials recently produced by Concrete Pictures, is the latest assignment in the company's ongoing relationship with PBS Kids, and rolls out to PBS member stations in spring 2007, states an official release.

"We were looking to refresh the current PBS Kids Go! graphics but keep the same look and feel that early elementary school kids have come to love and enjoy," said PBS Senior creative director John Ruppenthal. "By working with Concrete Pictures, we were able to accomplish this and offer kids a new environment that will still be familiar to them."

The PBS Kids Go! package consists of IDs, character and customizable next-ons, system cues, promo buttons, lower thirds, backgrounds and transitions. The project involved a large live-action shoot with children shot against a green screen. In the end, the live-action elements were composited into a 3D CGI environment, which gave the kids a seemingly magic ability to manipulate their surroundings.

"Working with the kids was one of the best parts of this project," said Concrete Pictures' creative director Matt Hall. "They were terrific and took direction exceptionally well considering that green screen acting isn't always the easiest to explain. We were also happy to work with the PBS Kids team again, as they are always open to our interpretations of their existing creative."

The branding package incorporated Cinema 4D and Maya with compositing accomplished using After Effects, adds the release.