Our goal was to embody the idea of “Live Red” while communicating a refreshed and ‘redefined’ concept of action. Working closely with the Axn creative team in London we created these idents mixing 3d elements and live action that blossom in an intriguing narrative approach, focusing on the “Live Red” keywords — anger, speed, power, heat & danger. The idea was to use an unexpected language from the standard “action” channels , something with style and personality, able to communicate the brand’s strong attitude rather than just a genre.