London creative agency weareseventeen’s latest work for Viasat is an atmospheric suite of ID’s for the broadcaster’s slate of film channels designed to “celebrate the beauty of spontaneous framing and unexpected moments of focus.”

Mario Ruggiero and Chris Cousins, senior motion designers at weareseventeen: “The central concept behind these idents is ‘Framed Focus’, where people, nature, architecture, and interiors naturally create visual windows of connection, surprise, and delight.

“One of the biggest challenges was expressing the complexity of the cinematographic world in a way that felt both fresh and straightforward — something that could be distilled into a series of 10–15 second idents. Each shot was carefully composed to guide the viewer’s eye and attention with purpose.
 

“The central concept behind these idents is ‘Framed Focus’, where people, nature, architecture, and interiors naturally create visual windows of connection, surprise, and delight.”

 
“As we looked closer at the world around us, we noticed natural and structural coincidences that do exactly this: frame a moment and draw focus. A doorway, a mirror, the light filtering through a window—these elements instinctively lead the eye and sharpen attention.

“The next challenge was identifying scenarios that naturally formed a rectangular ‘frame’ and visualizing them in a way that felt authentic and visually compelling enough to hold a viewer’s attention. What’s happening? What’s about to happen? These are small glimpses of stories — for a channel built to tell big ones.

“To achieve both photorealism and a cinematic look, we analyzed how light and color are used in film to create a high-end visual style, and applied those principles to create mood in our sequences. Attention to detail and accurate simulation of effects such as fire, smoke, and water were essential to maintaining a convincing sense of realism.”
 
 

 
Client: Viasat

Production: weareseventeen
CD: Gary Roberts
Associate Creative Director: Longbin Li
EP: Jade Annaw
Strategist: Craig Wood
Production Director: Christine Nguyen
Design Director: Longbin Li
Designer: Longbin Li, Patrick Hayes, Harry Vincent, Katrina Peel, David Davies
Artworking: Paul Martin
Motion: David Davies, Gosia Page, Jens Bombey

Idents
CD: Edin Agovik
EP: Jade Annaw
Production Director: Christine Nguyen
Concept/Creative: Mario Ruggiero
Art Director: Chris Cousins, Mario Ruggiero, Gabor Ekes, Serhat Goktas, Edin Agovik
Motion: Mario Ruggiero, Gabor Ekes, Serhat Goktas, Chris Cousins, Ion Oprea, Will Baldock, Daniel Medina

Audio: Box of Toys Audio