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Sky Atlantic gets authors to write stories for new idents

Sky Atlantic gets authors to write stories for new idents
Staff Reporter
12 September 2012

Sky Atlantic is launching two new channel ident films, Windows and Backyards, and has teamed up with authors Polly Williams, Ali Knight, Charles Cumming and Robert Wilson to write short stories inspired by the idents.

The in-house Sky creative team has created the new idents that will air from this week.  The idents come out of a brief to talk about storytelling and are shot with a cinematic feel.
“Since we launched 19 months ago, the channel has evolved, with UK commissioned shows now firmly embedded in the schedule,” says Naomi Gibney, acting channel director. “But at the heart of both our acquired and commissioned content is the promise of great storytelling and I wanted our new idents to reflect that brand essence, and allow viewers to play with the concept of stories.”

Matt Scarff, creative director at Sky Creative explains,” We decided to film the idents in the UK and in Los Angeles to give continuity to our current suite of idents but this time we really concentrated on enticing our customers with intriguing stories. In each ident, the viewer is a voyeur, looking at a situation and imagining a plethora of possible back-stories.”

Once completed, the idents were sent to Polly Williams, Ali Knight, Charles Cumming and Robert Wilson who each took inspiration from one moment in an ident to write their own backstory.  These are available to read on and Sky Atlantic customers are being encouraged to tweet their own backstories.

Advertising Campaign:
Creative Director: Matt Scarff
Creative Lead:   Rose James
Director: Marco Gentile
DOP: David Ungaro
Producer: Nick Canham
Line Producers: Sharon Kersley/Lynn Avser
Production Manager: EJ Boutwood
Account Handler: Vanesa Navaro
VFX: Paul Dixon
Sky Atlantic Channel Director: Naomi Gibney
Deputy Director of Marketing & Comms: Julia Barr
Marketing Controller: Georgina Seddon

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