The purpose of the Sci Fi Channel brand identity campaign was to change consumer’s perceptions of the Channel and communicate in a fun, smart and unexpected way that Sci Fi is imagination. In this series of the brand identity campaign the question ‘What if you had a superpower?’ was asked. The goal was to set these powers in a relatable, earth-based scenario:Ice: What if you could freeze water? Transformer: What if you never had to worry about parking?Crosswalk: What if you could stop traffic?Pufferman: What if you could inflate yourself like a balloon?Human suit was designed to be a longer form brand film that answered the question ‘What if your best laid plans backfired?’In conjunction with the continuing Sci Fi brand campaign these spots helped reinforce that Sci Fi channel is not just about science-fiction but rather about the power of imagination.
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