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MPC, Director Adam Wells Create "Dog" Identity For Sky Arts


Robert Goldrich
Friday, Apr. 29, 2016


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In an identity refresh for the entertainment channel Sky Arts, VFX house MPC and director Adam Wells of London production house gotgotneed worked with Sky on three channel identity pieces, including “Dog” which shows a Dalmatian shaking off its spots that turn into drops of paint. The paint spots disperse to decorate what had been a plain white background.

The ident is a combination of smart shooting techniques and complex VFX.  The  dog, called Chance, was shot in a pure white set build and while the performance was being filmed, the CG team built a replica so that we see a clean white dog when the CG spots animate.

The paint was a combination of live action elements and CG simulations, which were consolidated to populate the white space with complete control and direction.

Director Wells said  “On paper, the idea was pretty simple; visualizing the transformation from ordinary to extraordinary through color. However, this creative was only going to succeed through a strong collaboration between the live action elements and VFX.”

Agency was Sky’s in-house shop Sky Creative. 


Client Sky Arts Agency Sky Creative Liz Darren, director creative and brand; Simon Buglione, executive creative director; Ceri Sampson, creative director design; Alex Haley, design director; Hywel Williams, desiger. Production gotgotneed, London Adam Wells, director; Sue Dhaliwal, producer. VFX MPC Amy Richardson, VFX producer; Greg McKneally, 3D lead; Marcus Dryden, 2D lead; Richard Fearon, colorist. Music/Sound Design BXFTYS

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