Sky Cinema in Italy has a new identity for its nine movie channels. Dunning Penney Jones created a series of strong, single-minded sequences for Sky Cinema’s channels that are closer in production values, feel and scale of cinema credits than television channels. The main channel, Sky Cinema opens on a Rome cityscape and tracks through the sky onto roving searchlights, Sky Family depicts magical firework filled balloons, Sky Classics is delivered by a beautiful film goddess, Sky Max centres around an anti-matter ‘generator’,Sky Mania gives you a back stage view of the fantastic world of movie production and Sky Cinema Italia pays homage to classic Italian cinema moments. The new idents were aired to coincide with Sky Italia’s corporate rebrand to now share the same branding as BSkyB in the UK.

Creative Director: Marcus Jones & Matt Penney

Designer: Peter Allinson

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