This fantastic show from photojournalist David Adams played a crucial role in the ongoing transforming the Viasat Factual Channel identities. A key acquisition for Viasat History, it marked the turning point where the channel began to be more adventurous and entertaining, whilst retaining it's serious and authentic values.
Having worked with Research Agencies to pin down our audience and what they were looking for, we found our channel's 'comfortable place' slap bang between the usual suspects of History Channel and Discovery. As such we wanted to lead the channel revamp with Alexander's Lost World with some drama, with a key visual that drew in viewers piquing their curiosity with drama and mystery.
The big pull/USP of David’s series was that he travelled across warzones, across countries like Afghanistan that were as dangerous now as they were 2000 years ago. What if we could make this story as dramatic, as contemporary, as powerful as the gritty thriller-realism ofHurt Locker Zero Dark Thirty. And from that simple question evolved the idea of amodern day bomb disposal operative unearthing not an IUD, but an ancient helmet.
We shot the key visual and the commercial in a day at VFX studio in Goodge Street, producing a spot that would run on TV in both commercial and promo air time, as well as running on Facebook
We set up a dedicated Facebook page, linking in with David Adams and his fanbase
We had posters in high visibility sites in Moscow, St Petesburg, Warsaw and Krakow
And video bilboards showing the moment the endboard reveal from the commercial as sand blows away to reveal the helmet.
At the same time, we were rebooting the Viasat History Idents working with VFX specialists Golden Sq and production arm Disqo. With the strapline ‘Bringing History to Life,’ the idents feature different figures from famous paintings morphing into live action actors in modern day scenarios, linking the past and the present, and making the past relevant for our audience.
As with our promos moving into more shoot-based projects, so with the rebrand as a whole, we were moving away from the purely graphical and clip-based approach , to a warmer, more human, live action and authentic feel. We wanted both our promos and our idents to feel that we were bringing history to life.