Sci-Fi Astounds with Mini-Stories

First featured in this column a year ago, Sci-Fi Network further redefines brand with several new network ID promos. It's not easy telling a story with a beginning, middle and end in under 10 seconds, but each of these delightful promos work by capturing an every day emotion framed in surreal scenarios.
In "Dress," a woman standing in front of a mirror fusses with an ill-fitting dress until it morphs into futuristic armor. In "Bucket," an older woman struggles to heft a pail of water over her head. As it pours down we see her age wash away, leaving a young and vibrant woman in her place.
The IDs were conceived and directed in-house and produced with the help of The Mill, a London creative agency now with offices in New York.
"As a network, we want to be a place to fuel the imagination."
– Roger Guillen, VP Creative, Sci-Fi Network
PROMO CREDITS
Sci-Fi
Dave Howe
Executive Vice President, Marketing & Brand Strategy
Roger Guillen
Creative Director & Art Director
Ro Rao
Art Director
Gunilla De Santo
Producer/Head of Production
Liz Gaffney
Line Producer
Special Effects:
Dadi Einarsson,
Angus Kneale
The Mill, New York
Original Music and Sound Design:
Johnnie Burn
Wave, London