A BRAND TO CHAMPION & IGNITE THE FIRE OF THE HUMAN SPIRIT
As Head of Creative for the inception of Sky’s new ‘free to air’ TV channel I was responsible for building the entire brand from scratch. I developed the channels creative DNA and oversaw the creation of all on and off air assets from logo to idents, promos, continuity and beyond.
For the launch campaign I conceptualised and pitched the creative route: ‘Blaze eats the daily grind for breakfast’ and worked with a team of creatives to bring the campaign to life. I also art-directing & wrote the press campaign and directed the TV & radio spots.
I am most proud of Blaze’s straight talking tone of voice which I helped to devise. Every piece of communication from continuity to social is ‘Short, Sharp, Simple & Direct’ and as a brand Blaze ‘tells stories in colour but speaks in black and white’…damn right.
Creative Direction, Concepts, Writing, Directing, Art direction
Sky, A+E Networks