Channel 4 gets active for Paris Paralympic Games

Adding to the long history of Channel 4 idents for the 2024 Paris Paralympics Games and featuring Boccia,
Wheelchair Tennis, Swimming & Goalball.

The new idents build on Channel 4’s creative output for the Games, including its main campaign film that challenges people to view Paralympians as elite, world-class athletes, not as competitors “overcoming” their disabilities. In addition, Channel 4 Paralympic Games partners Allianz and Toyota’s sponsorship idents feature a mix of accessibility features such as audio description, British Sign Language and sub-titling.

Geoff Parsons, Head of Creative at Electric Studios said: "I really love Channel 4’s design work. Always have done. I was jealous back in the early 2000's when I worked for other lesser designed TV channels, To be handed the keys to their multi-award winning branding package really was quite an honour. The great thing about this piece was finding that balance between realism and a more graphical aesthetic; it meant we could lean into the sort of visual narratives we love to create at Electric, working closely with the guys at 4Creative to make a set of idents that not only are we super proud of, but do a fantastic job of capturing the tangible excitement of one of the year's most important sporting events.

Channel 4 – Paris Paralympic Games Idents

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Agency 4Creative/London
Production Company Electric Studios

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Credits

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Agency 4Creative/London
Production Company Electric Studios
Executive Producer Laura Northover
Design/Animation/Color Electric Studios
Colorist Danyal Kadir
Head of Creative Geoff Parsons
Animation Producer Naima Souza Vogt
Lead Designer Jess Gaynor

Producer Rory Maclean
Creative Director Robert Boon
Lead Designer Dan Davies

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Jess Gaynor, Senior Motion Designer at Electric Studios said: “The 4Creative team came to us with a clear idea of how they wanted to approach these idents, to focus on the Paralympics sports arenas, using an areal viewpoint to drive the navigation through the established channel 4, ident world system. The brief was to capture an “observed realism”, using a graphical, stylised approach whilst staying true to the Paralympic sports. Aligning court, track and pool markings, meant we had a defined grid system to follow as we moved from sport, to sport. The challenge was to portray the energy and excitement of the Paralympics, without actually featuring any athletes. We used shadows casting to allude to the presence of the athletes and atmospheric sound design to help immerse the viewer, along with featuring some speedy wheels and sports balls of course! Lot’s of RND and figuring out layout, movement and pacing via a 2D animatic meant we had a strong base before moving onto building the sports in 3D.”

Katie Jackson, CMO at Channel 4 adds: “Everything we’re doing at Channel 4 for the Paris 2024 Paralympic Games is about shifting focus onto exceptional athleticism and sporting prowess. Our upcoming idents, spotlighting the Paralympics sports arenas, will reinforce this message time and again both ahead of and during the Games. This latest creative continues the wonderful tradition of our idents to captivate and engage viewers.”

The work can be found all across Channel 4 during the broadcast of the 2024 Paris Paralympic Games.