To celebrate the launch of its new channel idents: “Windows” and “Backyards”, Sky Atlantic HD has teamed up with best-selling authors Polly Williams, Ali Knight, Charles Cumming and Robert Wilson to write short stories inspired by the idents.

Naomi Gibney, Acting Channel Director said:” Since we launched 19 months ago, the channel has evolved, with UK commissioned shows now firmly embedded in the schedule. But at the heart of both our acquired and commissioned content is the promise of great storytelling and I wanted our new idents to reflect that brand essence, and allow viewers to play with the concept of stories.”

The in-house Sky Creative Team has created 2 brand new, bold channel idents that will air from 10th September.  With a brief to dial up the dramatic narrative whilst continuing to express the quality and depth of the content on Sky Atlantic, the Creative Team created idents immersed in seductive storytelling and shot with the a cinematic feel that is core to the channel’s brand.

Matt Scarff, Creative Director at Sky Creative explains,” We decided to film the idents in the UK and in Los Angeles to give continuity to our current suite of idents but this time we really concentrated on enticing our customers with intriguing stories. In each ident, “Windows” and “Backyards”, the viewer is a voyeur, looking at a situation and imagining a plethora of possible back-stories.”

Naomi Gibney, Acting Channel Director continues: “We wanted to give our audience the chance to be the story teller.  Teaming up with best-selling authors who have given their perspectives will be their creative litmus.”

Once completed, the idents were sent to Polly Williams, Ali Knight, Charles Cumming and Robert Wilson who each took inspiration from one moment in an ident to write their own backstory.  These are available to read on http://sky.com/atlanticstoriesand Sky Atlantic customers are being encouraged to tweet their own backstories on #SkyAtlanticStories.

Advertising Campaign:

Creative Director: Matt Scarff

Creative Lead:   Rose James

Director: Marco Gentile

DOP: David Ungaro

Producer: Nick Canham

Line Producers: Sharon Kersley/Lynn Avser

Production Manager: EJ Boutwood

Account Handler: Vanesa Navaro

VFX: Paul Dixon

Client:

Sky Atlantic Channel Director: Naomi Gibney

Deputy Director of Marketing & Comms: Julia Barr

Marketing Controller: Georgina Seddon

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For more information contact:

Head of PR, Sky Atlantic HD

T: +44 (0)20 7032 8093

M: +44 (0)7872 993431

tamsyn.zietsman@bskyb.com

www.skypressoffice.co.uk

Follow us on twitter @skyatlantic

About Sky

Sky entertains and excites more than 10.4 million homes through the most comprehensive multichannel, multi-platform television service in the UK and Ireland. Sky continues to break new ground with its own portfolio of channels: Sky 1 combines its commitment to UK production with the best of the US; Sky Living pushes ahead with fresh and innovative entertainment formats; Sky Arts is the UK's only dedicated arts channel brand; Sky Atlantic is the home to HBO and other iconic drama and comedy, Sky Sports is still raising the bar in sports broadcasting; Sky News remains a pioneer in television news; and Sky Movies is leading the way in High Definition and on-demand.

Sky also works with dozens of other broadcasters on the satellite platform, as well as online and on mobile through the ground-breaking Sky Go service.  Sky has also led the UK into the age of high definition television, launched Europe's first 3DTV channel, Sky 3D, and offers customer even more flexibility and choice through Sky Anytime+, its internet-delivered video on demand service.   Since launching Sky Broadband and Sky Talk in 2006, the company has also been the UK's fastest-growing home communications provider.

Sky believes in making a wider contribution to the communities in which it operates, not least by increasing participation in, and access to, the arts, supporting grassroots sports, and taking positive action on the environment.

For further information please contact

Tamsyn Zietsman - Head of PR, Sky Atlantic HD
T: +44 (0)20 7032 8093
E: Tamsyn.Zietsman@bskyb.com