Investigation Discovery is a factual TV channel dedicated to real-life crime stories. For a new set of channel idents, the Discovery Creative team played on the idea that there are always two sides to a crime story and that viewers love to play detective and try to crack the case.

A split-screen device, based on the -15º angle of the ID logo, brands the imagery ahead of a final logo resolve. Within each ident, two sides of a mysterious scene play out. Each time there is a plausible explanation: maybe that car has just run out of petrol; maybe someone is going to return with more grocery bags at that open front door. Over repeat viewings, viewers can piece together the clues and try to uncover the truth.

In addition to five channel idents, there are also three holiday-specific versions for Halloween, Christmas and Valentine’s Day.

View all the winning work from The Annual 2018 here.

Entrant/Creative Agency: Discovery Creative London. Client: Discovery Networks International. VP of Creative: Robin Garnett. Creative Directors: Lee Healy, Matt Brown. Director: Sam Dunn. Producer: Rauf Bayraktar. Director of Photography: Serge Teulon. Art Director: Ros Cumberland. Post Production Company: UNIT