There are two sides to every story. This split-screen series of idents, airing in 140 territories, reveal two angles of a crime scene and invite the viewer over repeat viewings to piece together the clues.
This series of idents invite you into the twisted ID world: making you analyse and question everything they see. With each scenario, there is a plausible explanation: maybe that car has just run out of petrol; maybe someone is going to return with more grocery bags at that open front door. But take a closer look, maybe it’s not so simple…
Unlike any other genre, ‘crime’ is defined by its dualities (good/evil, guilty/innocent, suspect/victim, etc). These idents showcase two angles of a crime scene using spit screen. A 15 degree image spit references the angle on which the channel logo sits, and subtly brands the imagery ahead of a final logo resolve. The overall effect pieces together multiple aspects of the crime to uncover the truth.
Client Discovery Networks International
Agency Discovery Creative London
VP of Creative Robin Garnett
Creative Directors Lee Healy, Matt Brown
Director Sam Dunn
Producer Rauf Bayraktar
Director of Photography Serge Teulon
Art Director Ros Cumberland
Post Production Company UNIT