SKY DOCUMENTARIES
the story behind
the story
The best documentaries earn their ending precisely because of what happened off-camerA, the moment before the moment everyone remembers, the part that never made the highlight reel but somehow is the highlight reel. We built a folding visual device to enact that truth rather than narrate it. the frame splits and reopens mid-image, archive film unfolding to expose what was sitting just behind itself the whole time.
Ali mid-fight, Petit on the wire, the Clintons in profile, each pulled apart and stitched back together in one continuous gesture, so the channel's entire promise happens as a movement, not a message. Less an ident, more a wrapper engineered to keep folding open, patiently, around whatever story hasn't been told yet.
We wanted to show that with some of the most impactful stories in the world, there is more to what you initially see. The folding device reveals more to the copy, as well as the image itself, giving you a broader context.
Folding device
Black and white imagery was a strong art directional choice across the board, displaying a very raw side to all of these stories. We incorporated an effect which brings the image in and out of focus, to put emphasis on a specific subject within it.
Image focus
Agency: Sky Creative
Production: Territory
Creative director: Simon Corkin
Art director/designer: Charles BIgnell
Copywriter: Luke Butler