AXN
Channel Idents

Through this series of channel idents, we tried to depict the “Live Red” claim, while communicating a refreshed and ‘redefined’ concept of action.

Working closely with the AXN creative team in London, we manufactured five idents mixing 3D elements and live-action.

An intriguing narrative was perceived throughout the idents, focusing on the “Live Red” keywords: anger, evil, speed, heat & danger.

The idea was to use an unexpected language, uncommon to standard “action” channels, bearing style and character, able to communicate the brand’s strong personality.

Styleframes

Five narrative ideas to convey AXN’s bold temperament: action is all about attitude.

From a stylistic point of view, we envisioned the look of the five idents as gloomy, dark, and sensual.

We outlined the black silhouettes of the designed props, with some sharp and dramatic lighting and spiced up the film with a touch of vivid red, as the “Live Red” payoff sneakily suggests.

Behind the scenes

We carefully defined a seamless stylistic language between live-action and CGI elements.

For the live-action shots, we teamed up with our friends at Withstand Films.

We supervised the overall direction in order to preserve the visual coherency with the CGI contributions. Here are some backstage goodies from the dark and smoky set.

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Some further R&D on CG characters and props.

Credits

Direction
Ditroit

Art Director
Salvatore Giunta

Design & Development
Cristian Acquaro
Giovanni Mauro
Salvatore Giunta
Matteo Forghieri

Editing
Luca Grandini

Audio
Smider

Production Company
Withstand

Executive Producer
Davide Ferazza

Director
Lorenzo Banal
Salvatore Giunta

DOP
Mauro Chiarello

Agency
Lorenzo Banal

Client
AXN UK

Creative Director
Fabio Ardemagni

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