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New DMAX Italia idents from HarrimanSteel

New DMAX Italia idents from HarrimanSteel
Staff Reporter
05 October 2012

HarrimanSteel has completed a re-brand for the male-skewed DMAX Italia channel, part of Discovery Networks Western Europe.

DMAX Rebrand from HarrimanSteel on Vimeo.

HarrimanSteel worked with Director George Wu to construct four ‘Cause & Effect’ machines, each highlighting one of DMAX’s four programming strands by using objects that take their cues from the channel's content. Each object linked to the next, with each machine ending on the logo.

HarrimanSteel’s creative director Julian Harriman-Dickinson says, “It was our intention to capture everything in-camera, with no need for post production. Staying true to the channels ethos, that all content is based on real events and situations.”

Harriman-Dickinson co-directed the spots with George Wu and our production partner Bolder TV helped to create a spectacular set of idents which will help re-engage the male audience with Italian television.’

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