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| THE FUTZ BUTLER DELIVER FOR ITV. |
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| 8 December 2022 |
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 When ITV needed a new sonic identity, they rang The Futz Butler, who blend music, sound design, and field recordings like audio alchemists. The challenge was to make ITV1, ITV2, ITV3, ITV4, and ITVBe sound similar but different, and make a bespoke mnemonic for ITVX. Simple, right? |
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That's where dauntless founder and creative director Paul Sumpter came in: "Our vision was to build a challenging and memorable sonic identity for ITV that turns heads and changes perceptions. A sound that is as bold as it is reflective of modern Britain." This called for a Finnish zither, a VHS player, a bag of sugar, and some party balloons.
These became Sumpter's instruments, accompanied by a choir made up of iPhone voice notes. The process intrigued ITV executive creative director Tony Pipes, who says: "The Futz Butler have been a pleasure to work with from day one. The work they produced was exciting, challenging, and original - taking us out of our comfort zone whilst still hitting the brief and expressing the brand. "How they work, the process and the original way they approach the work is not only fascinating, but effective. It's been a joy." Keen to hear what all the fuss is about? Then tune into any of ITV's five channels or their new-fangled streaming service.
For more on what The Futz Butler can bring to your next project, ring their London HQ on 020 7404 7227.
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| PRESENCE WELCOME GUILLAUME ALLANTAZ. |
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Presence say they're "excited to collaborate on new and inventive campaigns" with French director Guillaume Allantaz, the latest addition to their UK roster. |
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| THE UNIGNORABLE ADBREAK |
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A coalition of Australian brands have teamed up with Special Group, The Glue Society and PHD to create the Shift 20 Initiative, which aims to increase disability representation onscreen. |
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| KÂCIKÊ JOIN DOG EAT DOG. |
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The director duo once known as Santi & Pablo has morphed into KACIKE ['ka-see-kay'], a new addition to Dog Eat Dog’s UK roster. |
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| PRODCO LAUNCHES GLOBALLY. |
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Ian Pons Jewell and Zico Judge have formally launched ProdCo, a global film production company that's already made a splash. |
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| MJZ ARE THREE AND EASY. |
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Much-coveted directors Charlotte Wells, Halina Reijn, and Matilda Finn have joined MJZ for global representation. |
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| A NEW YORK START FOR MACHINE. |
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Sound design/music production company Machine have a New York State of Mind as they settle into the Big Apple at long last. |
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| NOMAD SOUNDS. |
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Nomad have hired industry guru Andy Humphreys to spearhead their new sound department. |
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