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Channel 4 reveals C4 giant in new evolution of on air idents

Category: News Release

New films from award-winning 4Creative and Director Dougal Wilson


Channel 4 today unveils a brand new set of idents for its main channel in which the broadcaster’s iconic blocks are brought to life as a giant. The new films are set to launch from 8pm as viewers tune into The Great British Bake Off final and will air across the peak time schedule on Tuesday 31st October.


The Channel 4 giant personifies the broadcaster’s unique values and public service remit to take creative risks, inspire change and represent a diverse range of voices across the UK. The giant’s mnemonic call pays homage to Channel 4’s original and iconic Lambie-Nairn ident, launched in 1982, re-mastering its soundtrack ‘Fourscore’ for a new era.


Filmed across the UK, the new creative follows on from the set of idents launched in September 2015 which saw the 4 logo deconstructed, the discovery of its blocks’ and their impact in different situations.


Channel 4’s award-winning in house creative agency 4Creative has created the new wave of brand films, working in close collaboration with the award winning director of the We’re the Superhumans campaign, Dougal Wilson of Blink Productions and Oscar-winning visual effects company MPC.


Dan Brooke, Channel 4’s Chief Marketing and Communications Officer said: “This exciting evolution of Channel 4’s main channel identity celebrates Britain in all its glory and reflects our public service remit to take creative risks, champion diversity and provoke change.”


Alice Tonge, Head of 4Creative said: “Our new idents couldn’t be more Channel 4 – they celebrate inclusion, diversity, youth and the channel’s big noisy alternative voice. The brand sits at the heart of each film which remind viewers not only what they’re watching but why they are watching Channel 4.”


Dougal Wilson said: "It was a great pleasure to work again with 4Creative on Channel 4’s new idents. Hopefully viewers will find them entertaining in a way that also says something about what Channel 4 represents. Or if they just find them entertaining that’s fine too.”




Notes to Editors:


Creative credits

Client: Channel 4 Marketing

Chief Marketing & Communications Officer: Dan Brooke

Head of Marketing: James Walker

Deputy Head of Marketing: Laura Ward 


Agency: 4Creative

Executive Creative Directors: Chris Bovill, John Allison, Alice Tonge

Creative Director: Dan Watts

Creatives: Chris Bovill, John Allison, Dan Watts, Dougal Wilson 

Executive Producer: Shananne Lane

Head of Production: Clare Brown

Business Director: Jane English


Production company: Blink Productions

Director: Dougal Wilson

Executive Producer: James Studholme

Producer: Ewen Brown

Production Manager: Lucy Jones

Director of Photography: Daniel Landin

Production Designer: Andy Kelly

Sound Recordist: Michael Palmer

Wardrobe Stylist: Rebecca Rich


Post Production

Editor: Joe Guest @ Final Cut


Creative Director (3D): Diarmid Harrison-Murray

VFX Supervisor (3D): Martino Madeddu

VFX Supervisor (2D): Tom Harding

EP & VFX Producer: Julie Evans

Grade: MPC

Colourist: Jean-Clément Soret

Sound design and mix: Anthony Moore & Mark Hills @ Factory

Audio Producer: Lou Allen

Music Supervision (Giant voice): SIREN

Music performed by: Dougal Wilson