Sky Arts, Rebrand Idents

A Spot-Shaking Dalmatian, a Butterfly-Brandishing Geisha and an Umbrella-Blooming Tree – MPC Creates

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.”

Behind the Scenes




Sky Creative

Production Company

Sky Creative


Adam Wells @ gotgotneed

Design Director

Alex Haley

Design and Art Direction

Hywel Williams


Sue Dhaliwal & Rupert Styles

Music and Sound Design


VFX Producer

Amy Richardson

VFX Supervisor 2D

Marcus Dryden

VFX Supervisor 3D

Greg McKneally



VFX Team - Dog

Tushar Kewlani, Max Mallmann, Neil Millier, Alexander Kulikov, Andreas Feix, Eliot Hobdell, Venkatesh R, Shaik Abdul Adil & Sabanayagam Veerasekaran




Richard Fearon

VFX Team - Butterflies

Steve Oakley, David Bryan, Alessandro Granella, Alexander Kulikov, Andreas Feix, Petter Lindholm, Rod Norman, Eliot Hobdell, Venkatesh R, Shaik Abdul Adil & Sabanayagam Veerasekaran