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.


About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.