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Movies Now HD



The Mill has collaborated with design agency DixonBaxi to create a series of Hollywood-inspired idents for the new Indian HD movie channel, ‘Movies Now HD’.

After we received an initial brief, The Mill's Design team worked hard to create, carefully refine and re-work concepts and style frames to realise DixonBaxi's vision -  taking the very best action scenes from movies and transporting them to a monolithic 'HD' which became a dynamically shifting virtual stage for the action.  Since its launch Movies Now has been the number one English language movie channel in India.

"We approached The Mill as they have a clear pedigree in delivering cinematic scale effects," said DixonBaxi's Simon Dixon.  "From the very start of the project The Mill team worked hard to deliver on both the creative and technical levels of the HD movie experience."

Luke Colson, Head of Mill Studio, explains further: "The concept of the idents was to show HD like never before and have each ident showing a film from a specific genre alongside or interacting with our glossy and slick logo. The process of finding the right films and then the right shots for the idents as well as storyboarding each 15 second spot was only the beginning of the process.

"Next, the animatics were pieced together in After Effects and the logo was animated and rendered in CG with all the live action being rotoscoped and comped in our Nuke Studio."

This is the latest project The Mill has collaborated on the design, execution and visual effects elements, making the most of both our new Design Studio space and our ever-growing Nuke Studio.



  • Agency: DixonBaxi
  • Producer: Gareth Evans, Charlotte Dale
  • Creative Director: Simon Dixon, Aporva Baxi
  • Creatives: Simon Dixon, Aporva Baxi
  • Account Director: Gareth Evans


  • Production Company: The Mill, DixonBaxi
  • Director: Carl Addy, Nils Kloth at The Mill / DixonBaxi


  • Editing Company: The Mill
  • Editor: Charlotte Carr, James Mortner

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • Executive Producer: Luke Colson
  • VFX Producer: Tracey Khan
  • 2D Lead Artists: Sam Meisels
  • 3D Lead Artists: Francois Roisin, Dan Adams
  • 2D Artists: Vanessa, Georgina Ford, Ben Smith, Donal Nolan, Brad Wood, Neville Thomason, Scott Dawkins, Bob Granger, Milo Pattison, Kirtie Dave, Douglas Haynes
  • 3D Artists: Matt Lowry
  • Motion Graphics: Nils Kloth
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