MUMBAI: Riding high on the success of shows like Tripping the Rift, Scare Tactics and Mad, Mad House, the US general entertainment channel SCI FI is now launching an on-air branding campaign across the US, conceptualised by BBC Broadcast, the BBC's commercial creative agency.

The campaign is set to launch 7 June in the US. SCI FI has claimed that the emphasis of the campaign was on humour and imagination. The SCI FI campaign is the maiden American-based project that fell in BBC Broadcast's kitty after their expansion into the US.

"This campaign brilliantly reflects these qualities by bringing a level of wit and warmth that people don't expect from SCI FI. This has been a great creative collaboration with BBC Broadcast that's given us two characters that capture the imagination and spirit of the channel and that we can continue to develop and have fun with in the future," SCI FI executive vice president of marketing and brand strategy Dave Howe is quoted as saying in media reports.

BBC Broadcast global business director Nigel Cole said, "Making the characters and scripts wry, relevant and funny was a critical part of the process and involved a close and truly collaborative relationship between the BBC Broadcast team and SCI FI's creative staff. Overall, the process was as much fun as it was informative and we look forward to future collaborations with SCI FI Channel. The project also served as a great introduction to working with clients in the U.S."

The four branding spots were directed by popular commercial film director Craig Gillespie and produced by commercial production company, MJZ (Morton Jankel Zander). SCI FI hired legendary Hollywood effects wizards and prosthetic experts from Stan Winston Studios to execute the campaign's more bizarre moments, and utilized the specialty post-production services of Gray Matter FX.