harrimansteel: cause and effect animation branding for DMAX italia

cause and effect animation branding for DMAX italy by harrimansteel

UK’s independent creative agency harrimansteel have been appointed to re-brand the DMAX italia channel. by creating a bold, innovative, vibrant identity and on screen presence which offers more substance to the content, they worked with director george wu to construct four ‘cause & effect’ machines, each highlighting DMAX’s four major programming strands by utilising objects that take their cues from the channels content. each object is intrinsically linked to the next, with each machine ending on the logo.

using artifcacts like an apple peeler, an axe, two rolling pins, walking sticks, a camouflage net, half a dozen eggs, a fishing rod, a red fiat 500, five spatulas, lots of wood, a miniature crane, a box of magic tricks and plenty of elbow grease, the project comes to life, helping re-engage their DMAX’s male audience.

wildboys & inks commercial

full rebranding commercial for DMAX

making process of the commercial 

making process of the commercial 

making process of the commercial 

commercial film production

project information:

client: discovery networks western europe agency: harrimansteel creative director: julian harriman-dickinson, directors: julian harriman-dickinson & george wu art directors / designers: tom austin / doug stewart & thomas humeau agency producer: sam goldthorpe production company: bolder TV (shoot production, edit & post) producer: tim bolderson D.O.P: nic bennet machine design: george wu & freddy tuppen interactive design / model-making: sitraka rakotoniaina, nick mortimer / cat johnston, courtney cornelius, laura penman