Sky Atlantic partners with leading authors for new idents
Sky Atlantic HD has announced it is to partner with some of the UK's leading authors for a series of new channel idents dubbed ‘Windows’ and ‘Backyards’ created by Sky’s in-house creative team.
The tie-up will see authors Polly Williams, Ali Knight, Charles Cumming and Robert Wilson pen a number of backstories to flesh out the channels branding.
Airing from today these are intended to impart a cinematic feel to the channel through storytelling and cinematography.
Naomi Gibney, acting channel director said: "Since we launched 19 months ago, the channel has evolved, with UK commissioned shows now firmly embedded in the schedule. 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, added: "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, “Windows” and “Backyards”, the viewer is a voyeur, looking at a situation and imagining a plethora of possible back-stories.”