In late December I directed a portfolio of sponsorship idents for The Simpsons on Channel 4. Shockwaves are rebranding and relaunching with this sponsorship campaign - and their young, vibrant image is a perfect match for animation's first family of fun . . .
Produced by the creative agency The Outfit and commissioned by Procter & Gamble, the idents mark my first TV commercial work. Nerve-wracking - but incredibly fun to work on! The aim was to revitalise 'n' reintroduce the Shockwaves brand to a young audience with a vibrant, poppy campaign that showcased a variety of models across a host of interlinking films. Starring a cast of eight models - each with their own particular Shockwaves hairstyle - the ident campaign debuted last week and is on course to run for the next year during The Simpsons on Channel 4. That's every weekday at six for the next year . . . Hehe - the kind of blanket coverage I can get onboard with!
The models' Shockwaves hairstyles typify their characters across the idents, and their modern looks stand out in a retro Americana environment - packed full of old school paraphernalia like a foosball table, film projector and even an 80s 'Shockwaves' arcade game . . !
Each model's ident will be revealed over time so keep on tunin' into The Simpsons. But first up? See below . . .