Network id for IFC (Independent Film Channel)
i Took their slogan ' Always On, Slightly Off' as having a constant and a variation to this constant. I also wanted to take an everyday activity that we do an bring variation to that as well. In brainstorming I thought of the idea of time, realizing that looking at out or watch is a everyday thing we do. I thought, how interesting would it be to see time go in reverse on a watch and creating a world parallel to this event, thus showing the variation.