E4 New Brand Idents—

New Breed

Re-branding ident for E4.

Play Ident

Image for project E4

Channel 4 challenged us with an interesting & open brief which was to create some fresh ideas for their re-branding of E4.

 

We took this by the horns and produced 2×30 sec idents, each one using a very different & effective approach. In ‘New Breed’, two big cats clash in a desolate neon pink desert. Using a combination of CGI and hand-drawn animation, Director Marcus Armitage has created an arresting & attention-grabbing spot –  with an unexpected side of romance.

Credits

 

Client

Channel 4

 

Direction

Marcus Armitage

 

Production Company

Studio AKA

 

Music & Sound Design

David Pape

“There wasn’t much reference for big cats kissing, so it was quite the challenge to pull it off. From the start I wanted to make something a bit mad. A film that would hurt your eyes and make you question what you just saw”

– Marcus Armitage.

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