Channel 4 unveils ground-breaking new series of idents to reflect modern Britain

Channel 4 today unveils a new series of idents which authentically reflect life in modern Britain.

Created by Channel 4’s multi-award-winning in-house creative agency 4creative in collaboration with Art Practice and Love Song, the five new idents feature scenes 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 25 unique looping scenes create a tapestry of modern British society today as seen through the eyes of a diverse group of 17 independent creatives, artists, and filmmakers.

Following the broadcaster’s brand transformation, the idents draw on the concept of ‘4’ as a traveller which acts as a companion for viewers through limitless worlds of content. The iconic Channel 4 logo is the central axis of each film as the camera continually loops through the logo itself to show thought-provoking and dramatic scenes that form a part of Channel 4’s ‘Altogether Different’ reflection of the UK.

Consisting of a combination of live-action, animated and full CG (computer generated) films, the scenes were developed from an open brief that invited the creators to interpret one of five themes: Identity, The Land, System, Release and Love. Culminating in over 500 initial ideas, the brief encouraged diversity of expression within a system that allows for endless creative outcomes – all unified by the consistent camera move, the cube motif and the Channel 4 logo.

The new films are set to launch on Channel 4 on Wednesday 14th June at 6.55pm between Hollyoaks and Channel 4 News with a one-off film containing all five idents looped together, accompanied by the specially commissioned words of British writer John Joseph Holt.

Zaid Al-Qassab, Chief Marketing Officer at Channel 4, said: “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. 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, said: “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.”

Featuring over 70 faces cast from across the UK, the idents reflect Channel 4’s commitment to representing the different stories and people that make up British society. Rooted in authenticity, the casting process resulted in real families, couples, and groups of friends featuring in the majority of scenes.

Filmed across four studio days as well as four days on location in Glasgow and the surrounding area, Channel 4’s idents represent the broadcaster’s values and public service remit to take creative risks, inspire change, champion unheard voices, and celebrate the diversity of the UK.

The new films are set to launch on Channel 4 on Wednesday 14th June at 6.55pm between Hollyoaks and Channel 4 News with a one-off film containing all five idents looped together, accompanied by the specially commissioned words of British writer John Joseph Holt.

LINK TO ORIGINAL PRESS RELEASE ON CHANNEL 4

Credits

Client: Channel 4

Agency: 4creative

Production company: Art Practice

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

Voice and words: John Joseph Holt

4creative

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

Channel 4

Chief Marketing Officer: Zaid Al-Qassab

Marketing Director: Amber Kirby

Head of Brand Transformation: Matt Berry

Marketing Lead, Brand Transformation: Simi Murthy

Marketing Executive, Brand Transformation: Lana Camp

Art Practice x Love Song

Creative Director (Art Practice): Mike Skrgatic

Creative Director (Love Song): Daniel Wolfe

Executive Producer: James Guy

Producer: Bonnie Anthony

Production Manager: Julia Guignabel

Production Coordinator: Shirley Crawford

Production Assistant: Katie Reid

Directors of Photography: Daniel Landin, Eponine Momenceau

Moco Supervisor: Simone Tartaglia

Moco Operator: Tomi Keeling

1st Assistant Director: Rob Blishen

Production Designer: Arthur De Borman

Art Directors: Matthew Fraser, Imogen Grant Toner
Casting Directors: Kharmel Cochrane, Claire Catterson, Found Casting, Belinda Norcliffe

Costume Designers: Hannah Edwards, Bratsk Collective, Ella Lucia

Hair & Makeup: Lu Hinton, Ainslie Currie

Editor: Fouad Gaber, Trim Editing

VFX and Post Production: Time Based Arts

Audio Post Production: String and Tins

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

String and Tins

Audio Post Production: String and Tins
Sound Supervisor: Will Cohen
Sound Designers: 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 and Mike Bamford
Audio Producers: Laura-Leigh Smith and Rachel Hough
Music licensing: Lotte de la Peña

Optical Arts & Dan Tobin Smith

Founder / Creative Director: Dan Tobin Smith

EP / Studio Director: Hannah May

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

CG team: Nicolas Damour, Flora Macleod

Creative Assistant: Minna Griffiths

Production Assistant: Stephanie Skarbek

The Line

Directors: Tim McCourt, Max Taylor
Executive Producer: Laura Breaden
Producer: Macarena Gaset