Current Sponge rebrands as Sundog Pictures

The London-based company, founded by Sam Branson (pictured), recently produced Turtle Boy for Channel 4 and Nat Geo and is at work on its first feature doc.
June 18, 2012

Current Sponge Productions, the prodco behind the recent Channel 4/National Geographic Channel special Turtle Boy, is rebranding itself as Sundog Pictures.

Founded by Sam Branson, son of Virgin founder Richard Branson, the prodco brought on Johnny Webb, previously managing director at Virgin Media TV/Living TV Group, as MD earlier this year.

The company is currently working on its first feature documentary, Breaking the Taboo, which explores international drug policy and the shortcomings of the “war on drugs,” via interviews with past U.S. presidents Bill Clinton and Jimmy Carter among others.

“The sundog image is open and optimistic, both qualities we wish to incorporate into everything we do,” said Branson of the rebrand. “As a company we’re entering an entirely new phase in our development and the rebrand sits within that; it’s a big name and we have big ambitions.”

The rebrand was unveiled during Sheffield Doc/Fest last week. The company’s new corporate identity was designed by creative agency The Brooklyn Brothers.


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Managing editor with realscreen publication, an international print and online magazine that covers the non-fiction film and television industries. Darah is an award-winning journalist who has spent over two decades covering a wide range of issues from real estate and urban development to immigration, politics and human rights, primarily with The Vancouver Sun. Prior to joining realscreen, she was editor of Stream Daily, realscreen's sister publication covering the dynamic global digital video industry. She also served a stint as a war reporter in Afghanistan for television and print, and was a national business blogger with Yahoo Canada.