Mark Denton directs i newspaper idents parodying Trump, Brexit and Kim Jong-un

29 March 2017
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1 minute read

Mark Denton / Atomic: i newspaper idents

Mark Denton has directed a series of idents for i newspaper, featuring a puppet ‘i’ parodying contentious news stories such as Trump, Brexit and Kim Jong-un. The foam, red ‘i’ character was animated by puppeteers, using no CGI, and is seen in the short vignettes addressing the topics with irreverence – for instance, losing his blonde Trump-esque toupee in the wind, to be replaced with a Russian fur hat.

The films also satirise Damien Hirst’s formaldehyde artworks, drones, gender neutral toilets and the Grand National.

Created by ad agency Atomic with production company Thomas & Thomas and editors Big Buoy, the idents will feature on TV channel Dave as well as a marketing campaign for the newspaper. The campaign for Johnston Press was put together by media agency the7stars and Channel 4.

“We’ve created this series to be simple and striking, as all idents should be, but rarely are,” says Dave Henderson, creative partner at Atomic. “Even on fast forward they’ll be driving awareness for this brilliant newspaper.”

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About the Author

Jenny Brewer

Jenny joined the editorial team as It’s Nice That’s first news editor in April 2016. Having studied 3D Design, she has spent the last ten years working in design journalism. Contact her with news stories relating to the creative industries on

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