AMC Networks International UK is the sister arm of the US cable giant and is one brand with many channels. Second Home led the rebrand and creation of editable toolkits of Appointment to View (ATV) assets for one European and four UK channels.
Style: Live Action, Motion Graphics
Client: AMC Networks International UK
Year: 2023/2024
Our Brief
The brief required the creation of a package of assets for selected channels; including idents, bumpers, opticals and endboards as well as a style guide and template. Each pack needed to include a new technical presentation kit built in Adobe software for programming staff to use quickly and easily.
Through the UK rebrand, CBS Reality became True Crime and True Crime Xtra, a decision that reflected the channels’ heavy reliance on increasingly popular crime related content. HorrorXtra became Legend and Legend Xtra, absorbing the HorrorXtra channel and its content whilst leaning more towards the action/adventure back catalogue so loved by audiences. Internationally, CBS Europa transformed into Film Cafe, highlighting the main channel content which is 90% films, mainly from the 2000’s.
The Creative
Both the refreshed Legend and the new True Crime channels were to have a cohesive design approach, but still speak for their individual content. AMC were won over by our unique pitch, connecting each channel through the idea of ‘Shadow Play’. Using the strength of shadow and silhouette to create an original, powerful, backdrop for a stylish presentation kit. Alluding to genres such as noir, crime, thriller, mystery, detective, action – while allowing each channel to have its own personality.
Film Cafe needed to reflect a ‘feel good cinema at home’ experience for audiences. Following on from our UK approach, we wanted to build on the idea of ‘shadow play’ already established for the Legend and True Crime channels. This uniform approach enabled AMC to continue to be identifiable as a whole brand.
Production
We used our Birmingham based facility to design and shoot bespoke live action plates to form an extensive high quality kit of versatile and functional presentation assets. Set ups included close studies of film-making equipment for Legend and iconic props of crime detection for True Crime, scaling in size from DNA helix to an atmospheric showdown on a wet road at night.
We used our own motion control model movers to bring many of the elements to life. Rotations were created using a specially engineered turntable controlled through a DMX interface. Deliberate areas of negative space were composed in shot to introduce animated typography along with the ‘open rectangle’ motif of the unifying logos.
With Film Cafe being a movie channel it seemed fitting to re-use the director’s chair and studio light with barn doors used for the UK channels rebrand but with a fresh Film Cafe twist. Our signature Film Cafe idents included a popcorn eruption in slow motion. We designed a specialised rig to link camera and subject in order to create a seemingly endless stream of popcorn defying gravity and lifting off from inside a bucket. We went big on a stylised red carpet feature premiere complete with a barrage of paparazzi camera flashes. Plus, we represented the romantic comedy genre with a dreamy street festival set up featuring the choreographic talents of Linden Dance Company.
Post Production
In post production, each channel needed a defining colour hue – every object treated to their respective channel brand colour. Our Motion Designers created logo and text animations to complement the pace and positioning of objects within the negative space, allowing for idents, bumpers and endboards alike. To add the final polish, all footage was graded with a heavy vignette to draw the eye and soften brightness to allow for legible text placement as part of the presentation kit.
Our presentation kits are live and are broadcasting on their respective channels.
Testimonial
“Working with SHS on these rebrands was a total joy. The challenge of creating a portfolio feel across our entire UK linear channels and streaming services, while retaining each of their distinct personalities, was a tricky proposition. Thanks to SHS’s innovative “shadow play”, we successfully reinforced our unique offerings in a clever, eye-catching, and innovative way. Our loyal viewers have been very responsive to the fresh and creative branding, as they elegantly celebrate the variety of our exciting and engaging content. Working with the team at SHS was collaborative, rewarding and most of all, fun. The whole process was a genuine pleasure and we’ve continued to work with them closely on several high-profile campaigns in 2024. ” – Matthew Stott, Executive Producer, AMC NIUK 2024
- Motion Graphics
- Branding
- Live Action
- Slow Motion
- Dance
- Choreography