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”
