Sky Arts rebrand vfx breakdown by MPC
A Spot-Shaking Dalmatian, a Butterfly-Brandishing Geisha and an Umbrella-Blooming Tree – MPC Creates Rebrand Spectacle for Sky Arts
In an identity refresh for the entertainment channel, MPC have worked with Sky on two 25” channel idents; ‘Dog’ and ‘Butterflies’ and a third, ‘Umbrellas’, is to follow.
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.”
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.”
See how MPC created a spot-shaking Dalmatian, a butterfly-brandishing Geisha and an umbrella-blooming tree in an identity refresh for Sky Arts.
‘Dogs’ shows a Dalmatian shaking off it’s spots and turning into drops of paint. 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.
‘Butterflies’ was created using a seamless transition from the actress to a swarm of beautiful Monarch butterflies. While the CG butterflies were based on real examples from extensive research, the colours were altered to align with the new Sky Arts branding.
The spot was shot in the striking scenery of Kings Palace in Turin and the swarm was created with a bespoke simulation in Houdini which was enhanced with individually animated hero butterflies.