MAKE ONE NAR­RA­TIVE TELL MANY STO­RIES

Computer Arts - - Special Report -

“TV brands need con­sis­tency, but this can cre­ate vis­ual rep­e­ti­tion that bores view­ers. So for ARTE, we fo­cused on us­ing the be­hav­iour of mag­netic move­ment to pro­vide co­he­sion to our brand nar­ra­tive - Europe’s cul­ture mag­net. This gave us the free­dom to cre­ate dif­fer­ent idents and stings, each telling its own story.” STU­ART RAD­FORD CRE­ATIVE DI­REC­TOR, THE PART­NERS

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