Netflix Ident Rebrand

Netflix had a brand ident problem. The previous ident - a bright white AV piece - was jarring in a darkened living room or movie theater. It took you out of the moment. 

We worked with Imaginary Forces to develop a more appropriate mood-setter. The beams of colored light subtly suggest the many diverse stories or “streams” of the Netflix catalog. We commissioned Hans Zimmer for an original score that transports the audience to their next viewing experience.

The longform version featured here was created for theatrical use, and premiered at the Venice Film Festival in front of Alfonso Cuarón’s Roma. Then we created the shortened version that plays before all original programming across the Netflix platform.