Brief of a lifetime – new master brand idents for Channel 4.

We were tasked with bringing the 4 back to well, the fore, and giving it meaning and resonance.

Result – 25 uniquely looping idents created by 17 artists and directors that link seamlessly together to become a tapestry of modern Britain and how we live now.

I asked John Jospeh Holt of LAW Magazine to write and voice some words to accompany the visuals.
He became the final artist – the missing piece to a puzzle we were solving whilst building.

All thanks and love to Mike Skrgatic who came up with the looping 4 device. What a genius that man is.

Creative directors: myself, Mike Skrgatic and Daniel Wolfe
Directors: Saman Aminzadeh, Fabrice Le Nezet and Martin Pryor at Optical Arts, Bafic, Mike Battcock at Time Based Arts, 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 and Daniel Wolfe.