Channel 4's loop around modern Britain
In a captivating series of idents, the UK broadcaster's in-house creative agency 4creative collaborates with Art Practice and Love Song to poetically depict the diverse narratives and individuals that form the fabric of British society.
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Credits
powered by
- Agency 4Creative/London
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- Director Optical Arts
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Credits
powered by
- Agency 4Creative/London
- Director Optical Arts
- Production Co. Art Practice
- Production Co. Love Song
- Director The Line Animation Studio
- Casting Company Found Casting
- Casting Company Belinda Norcliffe Casting
- Edit Company Trim
- Editor Fouad Gaber
- Colorist Max Ferguson-Hook
- VFX/Post Production/Animation Company Time Based Arts
- Producer Chris Aliano
- Sound Design/Audio Post String and Tins
- Executive Creative Director Lynsey Atkin
- Managing Director Katie Jackson
- Executive Producer Louise Oliver
- Senior Producer Lauren Holden
- Production Manager Hope Sutherland
- Junior Producer Jazz Stradling
- Director Bafic
- Director Mike Battcock
- Director Will Dohrn
- Director Mike Skrgatic
- Director James Allen / (Partner)
- Director Justyna Obasi
- Director Elliott Power
- Director Dan Tobin Smith
- Director Daniel Wolfe
- Director Saman Aminzadeh
- Director Daniel Eatock
- Director Verity May Lane
- Director Maria Lax
- Director Louis McCourt
- Director The Romantix
- Director Timothy McCourt
- Director Max Taylor / (Graphic Designer)
- Executive Producer James Guy
- Producer Macarena Gaset
- Producer Bonnie Anthony
- Executive Producer Laura Breaden
- Production Manager Julia Guignabel
- Production Assistant Katie Reid
- Production Designer Arthur De Borman
- Production Coordinator Shirley Crawford
- 1st Assistant Director Rob Blishen
- Art Director Matt Fraser
- Art Director Imogen Toner
- Creative Director Daniel Wolfe
- Casting Director Kharmel Cochrane
- Casting Director Claire Catterson
- DP Eponine Momenceau
- DP Daniel Landin
- Colorist Simone Grattarola
- Creative Director Mike Skrgatic
- 2D Supervisor Stephen Grasso
- 2D Supervisor Leo Weston
- 2D Supervisor Miguel Wratten
- CG Supervisor Mike Battcock
- CG Supervisor Sam Osborne
- CG Supervisor Nick Smalley
- Sound Supervisor Will Cohen
- Sound Designer Lawrence Kendrick
- Sound Designer Culum Simpson
- Sound Designer Jim Stewart / (Audio Mixer)
- Sound Designer Kaspar Broyd
- Sound Designer Adam Smyth
- Sound Designer Joe Wilkinson / (Composer/Sound Designer)
- Sound Designer Adam Hare
- Sound Designer Will Cohen
- Sound Designer Mike Bamford
Credits
powered by
- Agency 4Creative/London
- Director Optical Arts
- Production Co. Art Practice
- Production Co. Love Song
- Director The Line Animation Studio
- Casting Company Found Casting
- Casting Company Belinda Norcliffe Casting
- Edit Company Trim
- Editor Fouad Gaber
- Colorist Max Ferguson-Hook
- VFX/Post Production/Animation Company Time Based Arts
- Producer Chris Aliano
- Sound Design/Audio Post String and Tins
- Executive Creative Director Lynsey Atkin
- Managing Director Katie Jackson
- Executive Producer Louise Oliver
- Senior Producer Lauren Holden
- Production Manager Hope Sutherland
- Junior Producer Jazz Stradling
- Director Bafic
- Director Mike Battcock
- Director Will Dohrn
- Director Mike Skrgatic
- Director James Allen / (Partner)
- Director Justyna Obasi
- Director Elliott Power
- Director Dan Tobin Smith
- Director Daniel Wolfe
- Director Saman Aminzadeh
- Director Daniel Eatock
- Director Verity May Lane
- Director Maria Lax
- Director Louis McCourt
- Director The Romantix
- Director Timothy McCourt
- Director Max Taylor / (Graphic Designer)
- Executive Producer James Guy
- Producer Macarena Gaset
- Producer Bonnie Anthony
- Executive Producer Laura Breaden
- Production Manager Julia Guignabel
- Production Assistant Katie Reid
- Production Designer Arthur De Borman
- Production Coordinator Shirley Crawford
- 1st Assistant Director Rob Blishen
- Art Director Matt Fraser
- Art Director Imogen Toner
- Creative Director Daniel Wolfe
- Casting Director Kharmel Cochrane
- Casting Director Claire Catterson
- DP Eponine Momenceau
- DP Daniel Landin
- Colorist Simone Grattarola
- Creative Director Mike Skrgatic
- 2D Supervisor Stephen Grasso
- 2D Supervisor Leo Weston
- 2D Supervisor Miguel Wratten
- CG Supervisor Mike Battcock
- CG Supervisor Sam Osborne
- CG Supervisor Nick Smalley
- Sound Supervisor Will Cohen
- Sound Designer Lawrence Kendrick
- Sound Designer Culum Simpson
- Sound Designer Jim Stewart / (Audio Mixer)
- Sound Designer Kaspar Broyd
- Sound Designer Adam Smyth
- Sound Designer Joe Wilkinson / (Composer/Sound Designer)
- Sound Designer Adam Hare
- Sound Designer Will Cohen
- Sound Designer Mike Bamford
Channel idents are a tough brief to crack. Not only do they need to establish the essence of the brand, but they also need to be non-intrusive enough to bear repeated viewings without annoyance.
Kudos, then, to the team at 4creative who, in collaboration with Art Practice and Love Song, have created a new series of idents with the aim of authentically reflecting life in modern Britain.
Comprising 25 looping scenes, the campaign was developed from an open brief that invited 17 independent creatives, artists, and filmmakers to interpret one of five themes: Identity, The Land, System, Release and Love; resulting in diverse tableaux including an urban fox taking refuge in a decaying telephone box, a group of teenagers on the last day of school, a frozen moment of a Friday night and a celebration of Zoroastrian New Year.
The series launched on Wednesday 14th July and will continue on the channel, with a one-off film containing all five idents looped together [featured above] also created, accompanied by the specially commissioned words of British writer John Joseph Holt.
Credits
powered by
- Agency 4Creative/London
-
-
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency 4Creative/London
- Editor Fouad Gaber
- VFX and Post Production Time Based Arts
- Audio String and Tins
- Producer Chris Aliano
- Colorist Max Ferguson-Hook
- Executive Creative Director Lynsey Atkin
- Managing Director Katie Jackson
- Executive Louise Oliver
- Executive Producer James Guy
- Producer Bonnie Anthony
- Production Manager Julia Guignabel
- Production Assistant Katie Reid
- DP Daniel Landin
- 1st Assistant Director Rob Blishen
- Production Designer Arthur De Borman
- 2D Supervisor Stephen Grasso
- 2D Supervisor Leo Weston
- 2D Supervisor Miguel Wratten
- CG Supervisor Mike Battcock
- CG Supervisor Sam Osborne
- CG Supervisor Nick Smalley
- Colorist Simone Grattarola
Credits
powered by
- Agency 4Creative/London
- Editor Fouad Gaber
- VFX and Post Production Time Based Arts
- Audio String and Tins
- Producer Chris Aliano
- Colorist Max Ferguson-Hook
- Executive Creative Director Lynsey Atkin
- Managing Director Katie Jackson
- Executive Louise Oliver
- Executive Producer James Guy
- Producer Bonnie Anthony
- Production Manager Julia Guignabel
- Production Assistant Katie Reid
- DP Daniel Landin
- 1st Assistant Director Rob Blishen
- Production Designer Arthur De Borman
- 2D Supervisor Stephen Grasso
- 2D Supervisor Leo Weston
- 2D Supervisor Miguel Wratten
- CG Supervisor Mike Battcock
- CG Supervisor Sam Osborne
- CG Supervisor Nick Smalley
- Colorist Simone Grattarola
"Our idents reach 50 million people in the UK every month," explains Zaid Al-Qassab, Chief Marketing Officer at Channel 4, "so we wanted to represent all of us, the rich diversity of our nation, our communities, and our passions. This is not only a representation of Channel 4, this is the most viewed piece of public art in the UK, that will be seen for many years to come, so it was important to us that it spoke to everyone.
"Whoever you are, we hope you will find something that speaks to your heart.”
Lynsey Atkin, Executive Creative Director at Channel 4, adds: “The Channel 4 idents have a long history of visual excellence and as a marker for British creativity. We hope that this new set builds on this legacy and delights viewers many times over, with everyone finding a loop that feels like home to them.
"The idents at their purest represent the unbreakable spirit of Channel 4 – of diversity, challenge, and creative risk – and it has been a true labour of love bringing these idents to life with so many brilliant and varied directors and artists. We can’t wait to see them out in the world.”
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