Seventeen independent creatives, artists and filmmakers came together in 2023 to create the emotionally colourful tapestry of 25 looping scenes depicting life in modern Britain for Channel 4’s bold brand transformation. 

Drawing on the concept of the ‘4’ as a traveller through the truths of the nation, the creative agency interpreted five themes - identity, the land, system, release and love. 

Viewers dive through the changing idents inside the number four, indulging in live-action, animation and full CG scenes that represent chaos held together by one system.

Chief Creative Officer

Executive creative director

Co-founder and ECD

Executive Creative Director

Founder/Director

Channel 4 Idents

Direction Judge Chas Appeti, Director and Cinematographer at Nothing Lost, on the beauty of 4creative’s D&AD Yellow Pencil-winning Channel 4 idents: “You’re on a carousel of a camera movement which doesn't end… I've never, ever seen anything like it.”

Direction Judge Chas Appeti on Channel 4 Idents

British Airways unveils its latest outdoor campaign as part of its 'A British Original' positioning, celebrating the important journeys in life that help shape a customer's future. The new series 'Windows' captures the wonder on customers’ faces when they look out of an aircraft window and onto the world from 35,000ft.

Windows

For Manscaped, a men’s groin grooming company, we used a visual metaphor to tell a love story between a man and his balls. But every love story has a villain, and in this case, it is too much pubic hair. The visual metaphor depicts each man’s testicles, aka the Boys, as a pair of mini versions of himself, identical in every way but hairstyle and always attached at hip height. Throughout the spot, the Boys behave like men’s body parts — bobbling around while men jog or float in a hot tub. But for our hero, his hairy Boys caused him problems—until he used MANSCAPED’s newest groin trimmer.

Love Your Boys

This campaign captures the longing for summer amidst the winter chill. In winter, when ice cream sales drop, we aim to remind people of that cozy feeling one gets when the sun briefly shines in the cold, even if only for a few seconds. A moment to enjoy a Magnum ice cream.

The characters: the city, the people, the cold, the elusive sun, and time itself.

A cozy, introspective love letter to ice cream, reminding us that summer is a state of mind. Summer is within. And we can find ours.

Find Your Summer

Japan Railway is well known for its practical convenience and on-time record, but our campaign enabled people to view the company in a more personal context. Using an interactive web app that was specifically designed for rail users, we created a pathway for people to engage in a conversation with the brand. 

This effectively turned everyday commuting into a brand experience, changing the way people felt about the company. Besides,it encouraged them to travel by rail to more distant destinations, and gave them an outlet for their creativity as they visited scenic attractions throughout Japan.

Exec Director, Design

Graphic Designer and visual artist

Art Director

Designer

My Japan Railway

Judges Ali Brown (President of  PRETTYBIRD) and Roberto Coelho (Music Producer at Satelite Audio) on Dentsu Tokyo’s Black Pencil-winning work ‘My Japan Railway’ for JR Group: “It just blew us away for the level of thought from start to finish, from concept to execution.”

Judges Ali Brown and Roberto Coellho on My Japan Railway

To introduce thew new Leica M11 to the Brazilian market and start pre orders of the new camera, we created an exhibition that showcased the power of the new Leica M11 60MP sensor. Using one single photo, we cropped the image into 32 individual unretouched images. 
The exhibition was held at the Wickbold gallery and was also made into give away prints and a book.
During the event, all 40 M11 available for pre-order were sold.

Curation by Shailesh Khandeparkar

Shailesh Khandeparkar

Art Direction Jury judge D&AD

View Shailesh Vasudeo Khandeparkar's featured curation