The UK’s Channel 4 worked with London-based creative agency Optical Arts and its divisions Art Practice and Love Song to tuck little scenes from life into its familiar Channel 4 logo for five new idents that follow the channel’s new masterbrand.

To create the idents, Channel 4 and Optical Arts worked with 17 creatives, artists and filmmakers tasked with reflecting daily life in the UK, with scenes ranging from late-night shopping in the neighborhood bodega to a teenager trying on endless outfits to teens hanging around outside of school and many more. The various creatives were given an open brief that suggested they develop ideas based on one of five themes: identity, the land, system, release and love. Each of those themes resulted in one ident.

In the above brand film, the camera starts squarely on the Channel 4 logo but then swoops down and to the left to let us enter the 3D logo by a side door, so to speak, and into a bodega. From there, the camera continues to swoop and reveal, swoop and reveal, until all the scenes have been displayed. The 3:28 film’s narration was written and voiced by British writer John Joseph Holt.

“Our idents reach 50 million people in the UK every month, so we wanted to represent all of us, the rich diversity of our nation, our communities, and our passions,” said Zaid Al-Qassab, chief marketing officer at Channel 4. “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.”

The scenes were shot across four studio days and four days on location in and around Glasgow, Ireland, according to Channel 4. Time Based Arts handled post production.


Executive Creative Director: Lynsey Atkin

Creative Directors: Mike Skrgatic, Daniel Wolfe, Lynsey Atkin, Bafic

Directors: Saman Aminzadeh, Optical Arts, Bafic, Mike Battcock, Will Dohrn, Daniel Eatock, Mike Skrgatic and James Allen, Verity May Lane, Maria Lax, The Line, Louis McCourt, Justyna Obasi, Elliott Power, The Romantix, Dan Tobin Smith, Daniel Wolfe

Voiceover: John Joseph Holt

Agency: Optical Arts

Founder/Creative Director: Dan Tobin Smith

EP/Studio Director: Hannah May

Creative Directors: Fabrice Le Nezet, Martin Pryor, Joe Jackson

1st AD: Rob Blishen

Moco: Simone Tartaglia & Dennis Henry

SFX: David Plewis for Asylum

CG Team: Nicolas Damour, Flora Macleod

Creative Assistant: Minna Griffiths

Technical Assistant: Elliott Lowe, Jack Lovell

Production Assistant: Stephanie Skarbek

Agency: Art Practice and Love Song

Creative Director (Art Practice): Mike Skrgatic

Creative Director (Love Song): Daniel Wolfe

EP: James Guy

Producer: Bonnie Anthony

Production Manager: Julia Guignabel

Production Assistant: Katie Reid

Directors of Photography: Daniel Landin, Eponine Momenceau

Moco: Simone Tartaglia, Tomi Keeling

1st AD: Rob Blishen

Production Designer: Arthur De Borman

Casting Directors: Kharmel Cochrane, Claire Catterson, Found Casting, Belinda Norcliffe

Agency: Time Based Arts

Producer: Chris Aliano

2D Supervisors: Stephen Grasso, Leo Weston, Miguel Wratten

CG Supervisors: Mike Battcock, Sam Osborne, Nick Smalley

2D Team: Manolo Perez, Jamie Crofts, Olivia O’Neil, Lucy Lawrence, Valeria Scalamandre, Eleonora Laddago, Bernie Varela, Chris Fraser, Dan Cowley, Tom Robinson

CG Team: Ben Cantor, Nigel Timms, Bethan Williams, Ian Baird, Jordan Coles, Maxime Ponsart, Joe Ibbett, Teodora Retegan, Quentin Corker-Marin, Stephen Ross

Grading: Max Ferguson Hook, Simone Grattarola

Audio Post Production: String and Tins

Sound Supervisor: Will Cohen

Sound Design: Lawrence Kendrick, Culum Simpson, Jim Stewart, Kaspar Broyd, Adam Smyth, Joe Wilkinson, Adam Hare, Will Cohen, Mike Bamford

Music Composers: Will Cohen, Culum Simpson, Adam Smyth, Jim Stewart, Kaspar Broyd, Miink, Cal Swingler, J. Caesar, Matthew Watson, Daniel Freeman, Anthony Moore

Music Supervisors: Laura-Leigh Smith, Mike Bamford

Producers: Laura-Leigh Smith, Rachel Hough

Tags: 4creative art practice channel 4 idents love song optical arts time based arts

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