LaChapelle creates Sky1 'Mad Dogs' promo

Sky has launched a series of on-air promos created by world-renowned photographer David LaChapelle to promote upcoming drama series Mad Dogs.

The three 30-second films - which premiered on Sky channels last night and will come to selected third-party channels from January 13 - were filmed on location in Majorca and feature members of the Mad Dog's cast, including Max Beesley, Philip Glenister, John Simm, Marc Warren and Ben Chaplin.

Mad Dogs is a darkly comic tale of friendship put to the test as an inconceivable chain of events forces four ordinary men to face extraordinary circumstances.

A group of old friends reunite in Majorca to celebrate their retirement, but a dark twist turns their holiday into a "nightmare of lies, deception and murder".

The LaChapelle-captured promo campaign will also run across print, outdoor and online from early February. The on-air creative was produced by Sky Creative, while Brothers and Sisters provided the print and outdoor work. Media planning was handled by Mediacom.

"Mad Dogs is a major new show for Sky1, featuring an all-star cast and continuing Sky's commitment to investing in new UK drama," said Naomi Gibney, director of marketing and communications at Sky Networks.

"We wanted the campaign to reflect the black humour and rather unsettling nature of the series and working with the highly imaginative David LaChapelle has given us a treatment which perfectly captures the darkness and distinctiveness of the show."

Sky Creative executive creative director Clare McDonald added: "The Mad Dogs script and cast are so inspirational that we knew from the very beginning it would be special.

"With such an iconic cast, we knew we had to make an iconic promo, and David LaChapelle was the perfect director for it. He was a dream to work with, staying true to our vision, and we're delighted with the results."

Mad Dogs, a Left Bank Pictures production, will be aired on Sky1 in February.