As part of the ambitious marketing push for DMAX in Italy, we set out to create a bold, innovative, vibrant identity and on screen presence which would offer something different, with real substance. The new channel branding appeals directly to men’s innate curiosity of how things work and function. Making this the destination channel for men with more than one thing on their mind.
The project was a close collaboration with London agency HarrimanSteel, who created the idents around 4 ‘Cause & Effect’ machines, each highlighting 2 of the 8 key programming strands, by utilising objects that take their cues from the channels content. Each object intrinsically linked to the next, with each machine playfully ending on the logo. The machines are mesmeric and encourage repeat viewing. It was our intention to capture everything in-camera, with no need for post production. The 3 way collaboration between us – the Central Creative Agency in London, HarrimanSteel, and the Milan Creative Hub, also developed the cause and effect idea for the OSP, which was produced in-house. Finally we created and delivered on-air and off-air styleguides, as well as design for the new website. dmax.it