In an identity refresh for the entertainment channel Sky Arts, MPC has worked with Sky on two 25 second channel idents; ‘Dog’ and ‘Butterflies’ and a third, ‘Umbrellas’, is to follow.
Sky Arts prides itself on being the ‘The Catalyst for Creativity’, which infuses creativity and the DNA of Sky Arts. The ambition was to create a set of spine-tingling channel identities underpinned by the simple navigation system.
Sky Lead Design Director, Alex Haley said: “MPC's passion, expertise and willingness to go the extra mile on the Sky Arts rebrand has been second to none. At each stage of the project their attention to detail has elevated the work, creating an identity we are incredibly proud of.”
MPC’s CG Supervisor, Greg McKneally, added: “It was a great collaboration working with Director Adam Wells and Sky Creative over several months, from the initial planning to the highly technical shoots, right through to the final finesse of balancing the visual effects. Each ident presented a different set of challenges, with both CG characters and effects to integrate into the different environments.”
Director Adam Wells, from from gotgotneed also added: “On paper, the idea was pretty simple; visualising the transformation from ordinary to extraordinary through colour. However, this creative was only going to succeed through a strong collaboration between the live action elements and VFX. Each spot came with unique challenges, integrating three very different representatives of colour in three different scenes. The attention to detail from the VFX team was incredible from the beginning of R&D, through to on-set supervision and all the way across post production. Whenever I pushed more from the visual effects, the artists then wanted to push this further and make even better. This finesse and meticulous attention to all aspects, alongside MPC's collaborative spirit, played a vital part in creating a beautifully crafted set of idents.”