DESIGN/DISSECT
4CREATIVE
A Monster Makeover BY SHANANNE LANE AND OLIVIA BROWNE
Of all the rebrands this year, Syfy’s transition from Sci Fi has perhaps drawn the most interest as well as scrutiny from fans and critics alike. With the goal of making an immediate impact on the hardcore and casual viewers, network executives tapped UK’s Channel 4 creative agency 4Creative to handle their brand campaign as part of the brand evolution. “House of Imagination,” a twominute brand film designed to showcase the channel’s array of programming. The film quickly became a sensation not only within the design community, but also with its target audiences. House of Imagination was produced and directed by the award-winning 4Creative team led by director Brett Foraker, creative director Tom Tagholm, producer Shananne Lane and business director Olivia Browne, who were joined, specifically for this project, by director of photography Larry Fong (“Watchmen,” “300”) and production designer Tino Schaedler (“Charlie and the Chocolate Factory,” “V For Vendetta,” “The Golden Compass”) with visual effects by MPC (“Watchmen,” “Harry Potter and the Order of the Phoenix”). 4Creative’s executive producer, Lane, broke down the setup and execution of the film for brief. Premise – From “House” to Home The film features a mysterious house on a hill where a huge party is going on. We follow a couple as they tour the party, and, at every turn, catch glimpses of amazing things taking place. Goldfrapp’s “Happiness” provides the soundtrack for the trip through the never-ending house where anything can and does happen in each one-of-a-kind room. Magical sights in the film range from giant origami unicorns, 3D graffiti, an exploding and reforming games room and a Tyrannosaurus Rex, which turns out to be giant remote-controlled toy.
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