We created a world different from ours. Peter’s Friends meets Royal Tenenbaums via Life Aquatic, subverting expectation through highly visual communication.

Idents depict a weekend in “The World of Dave” engaging viewers with unusual situations and stories. From arrival, to dinner, to departure, nothing is what it seems. All around is rich visual ephemera; oil paintings, gilt frames, stuffed giraffes. The total on-screen package uses these to build a sense of place.This creates a unique, compelling, adventurous and ever evolving brand.The compelling tone of voice and visual style in the idents were successfully transposed onto other media including posters, press, building wraps and even a marching band.

The channel has:1.Grown from 29th biggest channel in multichannel (MC) homes to 10th biggest.2. Become the joint largest MC channel amongst 16-44 men.3.Attracted 8 million new viewers to network.4. Become over triple the size (share/volume) of uktvG2, amongst bothtarget audience and all adults.5. Gone from 5th to 2nd most profitable channel in uktv portfolio.