Img’s Cf&c To Rebrand As Evoke Films

IMG’s Corporate Films and Commercials division (CF&C), part of IMG Productions, is to be rebranded as Evoke Films.

The rebrand – created by agency OPX – is to enable the business to broaden the market appeal to global brands beyond just sport into areas such as fashion, lifestyle and luxury.

CF&C last year added a Cannes Corporate Media and TV Award Gold to seven existing awards for their London 2012 Paralympic series for Channel 4 and Sainsbury’s. Evoke Films will continue to produce a range of branded content for long-standing client Rolex, and remain committed to delivering films for brands connected to sport.

The first assignment under the new identity has been secured as official film producers of the BT Sport Industry Awards 2014 and was commissioned by new client, Benchmark Sport. The Awards will take place in London this evening. Evoke Films has produced the ceremony’s Opening Film and will officially launch then.

Sarah-Jane Gear, Head of Evoke Films, said: ‘We have gained an enormous amount of experience and expertise over the last decade working with global brands to produce innovative and compelling short and long form content for different audiences on different platforms.’

Gear continued: ‘Our goal, as Evoke Films, is to use that knowledge to broaden our output and expand the roster of directors and collaborations with the best of London’s creative talent, in order to meet the demands of an ever-changing digital and broadcast space.’

Gear added: ‘The name Evoke is inspired by the meaning of the word; to bring or recall a feeling, memory, or image to the conscious mind.  We will apply this notion to each film project, using craftsmanship, aesthetics and storytelling to stimulate the desired responsein different audiences.’

Over the last seven years, CF&C’s clients have also included, Nike, Manchester United, Drum, JWT NBA, AELTC (Wimbledon), Rugby World Cup and Visit Britain.

Evoke Films will remain a part of IMG, able to tap into wider IMG resources, talent and global media expertise. The rebrand will create a distinction between Evoke Films’ specialist offering and IMG’s other sports production arms.