Title	SKY COMEDY
Brand	SKY UK LTD.
Product/Service	SKY COMEDY
Category	F01. Local Brand
Entrant	SKY CREATIVE London, UNITED KINGDOM
Idea Creation	SKY CREATIVE London, UNITED KINGDOM
Production	AGILE FILMS London, UNITED KINGDOM

Name	Company	Position
Liz Arnott	Sky Creative Agency	Senior Producer
Alex Haley	Sky Creative Agency	Creative Director
Mark Jones	Sky Creative Agency	Design Director
Huss Rashid	Sky Creative Agency	Senior Designer
Dani Sierra	Sky Creative Agency	Producer

Write a short summary of what happens in the film

To emphasise the premium American comedy content of our new channel, our ident opens with us driving up outside a brilliantly lit-up Los Angeles theatre at night, which highlights LIVE COMEDY HERE TONIGHT on the classic black and white screenings board. The theatre itself features many different neon fittings, which perfectly complement our neon channel logo. Our car passengers climb out, and we see hints of American car leather upholstery, with the brilliant lighting from the theatre bathing the exterior panels on the car with colour, as the passengers head off towards the theatre itself. This takes us straight to Times Square, Broadway, and recognisable elements of America’s live comedy and stand-up scene. The car slowly drives off, and we continue passing the Los Angeles theatre, revealing a separate neon sign on the frontage, which is the Sky Comedy logo, that fits perfectly into this environment.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Sky Comedy is the brand new home of premium scripted US comedy. It wasn’t just the channel that was new: the content was super fresh as well, so our brand identity needed to reflect this. Our first step was to find a graphic element that would reflect the channel’s proud American heritage. Something that was brash and bright, colourful and eye-catching. The neon sign ticked all of these boxes. It was iconically American, and closely linked with the cabaret and stand-up circuit, and with American entertainment generally. Neon signs spark, flicker and buzz. They are urgent, full of energy, and literally crackle into life. So, using animation, we set out to bring the Sky Comedy channel to life, via neon. We transport our viewers stateside to experience the bright lights of America.