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Metamorphosis: Sci Fi Transforms to Syfy Today

Imagine Greater.

Cabler Sci Fi has rebranded itself as Syfy as of 6 am ET this morning and has unveiled a new moniker, new branding, new on-air spots, and a tweaked identity, and a two-minute brand film that showcases the channel's series talent. The changes coincide with the launch this evening of Syfy's newest drama series Warehouse 13. (An advance review of the two-hour opener can be found here.)

"Coming off the most successful year in our 16-year history, we wanted to create a brand film that both celebrates the genre and also feels human, relatable, and wildly creative, highlighting the wide array of casts and character who inhabit Syfy’s ever broadening programming landscape," said Michael Engleman, Vice President, Creative, Syfy. "Through this unique creative collaboration, we’re honoring and embracing a powerful global brand with deep roots in the popular culture."

The two-minute brand film, which displays Syfy's new rebranding and identity, along with the press release from the network announcing the film, can be found below.



SCI FI TO UNVEIL FULLY IMMERSIVE AND INTERACTIVE “HOUSE OF IMAGINATION” BRAND FILM MARKING SYFY EVOLUTION

CELEBRATORY HOMAGE TO IMAGINATION SHOWCASES TOP CHANNEL TALENT

PRODUCED BY AWARD-WINNING UK 4CREATIVE TEAM


As part of SCI FI’s brand evolution to Syfy on July 7, a refresh of the look and feel of Syfy will be reflected in a ground-breaking two-minute brand film, “House of Imagination,” that celebrates Syfy’s unique spin on imagination. Stars from Warehouse 13, Eureka, Ghost Hunters, Caprica, Sanctuary, Stargate Universe, and Destination Truth are featured.

Talent participating, in order of appearance, are: Amanda Tapping and Robin Dunne (Sanctuary); Colin Ferguson, Salli Richardson-Whitfield, Joe Morton, Neil Grayston, (Eureka); Lou Diamond Phillips (Stargate Universe); Josh Gates (Destination Truth); Jason Hawes and Grant Wilson (Ghost Hunters); Tracy Morgan (Scare Tactics), Eddie McClintock, Joanne Kelly, Saul Rubinek (Warehouse 13), and Alessandra Torresani (Caprica).

The look and feel of Syfy will be reflected in a groundbreaking two-minute brand film, “House of Imagination,” that celebrates Syfy’s unique spin on imagination, starring talent from Warehouse 13, Eureka, Ghost Hunters, Caprica, Sanctuary, Stargate Universe, and Destination Truth. The film invites viewers into a celebratory house party populated with rooms inspired by the Channel’s original programs and characters. 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. Through high concept visual storytelling, each scene fuses a bold complement of visual effects with practical set design. “House of Imagination” was designed to be modularly deconstructed into a dynamic, long-running campaign of 10 and 5-second network identifications.

The experience will extend digitally into Syfy.com/ImagineGreater beginning July 7, where visitors will have a rich, fully interactive and immersive experience as guests at the house party. Visitors will be able to explore parallax rooms and to discover exclusive content including games, behind-the-scenes and making-of footage, cast interviews, downloadable wallpaper and much more.

Said Michael Engleman, Vice President, Creative, Syfy, the key architect behind the brand film: “Coming off the most successful year in our 16-year history, we wanted to create a brand film that both celebrates the genre and also feels human, relatable, and wildly creative, highlighting the wide array of casts and character who inhabit Syfy’s ever broadening programming landscape. Through this unique creative collaboration, we’re honoring and embracing a powerful global brand with deep roots in the popular culture.”

”House of Imagination” is produced and directed by the award-winning 4Creative (UK-based) team led by director Brett Foraker, who was joined, specifically for this project, by Larry Fong (Director of Photography, Watchmen, 300) and Tino Schaedler (Production Designer, 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).

Syfy -- unlike the generic entertainment category “sci-fi” – firmly establishes a uniquely ownable trademark that is portable across all non-linear digital platforms and beyond, from Hulu to iTunes. Syfy also creates an umbrella brand name that can extend into new adjacent businesses under the Syfy Ventures banner, such as Syfy Games, Syfy Films and Syfy Kids.

As the Channel’s footprint expands rapidly around the globe, aiming to reach more than 50 international channels by the end of next year, Syfy meets the need of a globally relevant, trademarkable brand that stands for something unique to the brand in each territory.

What do you think of the brand film? And of the Syfy rebrand as a whole? Does it match your expectations of what the channel should look/feel like? Discuss.

Comments

joy said…
The brand film itself stays true to the little SciFi/otherworldly network idents they were doing before.

But, it's still the oddest and softest brand launch I've ever seen, to be sure.
Eric said…
Wow that's lame. Not sure what they were going for but it looked like something my 5 year old sister would watch. A sad day.
Simon said…
Michael Engleman's blowing smoke (and mirrors.) Pretty young things at a party doesn't exactly say "celebrates the genre" -- it says you scifi geeks and geezers are unwelcome.

Paper unicorns, toy dinosaurs and carousels may appeal to tweens, but notice what the "brand film" doesn't have? Anything to actually do with science fiction.

The "powerful global brand" has no clothes.
Mazza said…
I think they are grasping at straws at this point. It's so cutesy that it's off putting. I'm not a hard Sci Fi fan but even I thought it was WAY off the mark for what they should be doing. Appreciate they want to lure some females into the mix but I found it really soft. Weird.
susie que said…
"Wildly creative?" Maybe for a kindergartner.

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