Upon landing on data on this old cooking method, we called it Passive Cooking, and decided it's the best time for the world to rediscover - the most innovative old method to cook pasta. It's as simple as - bringing water to a boil and cooking pasta with the heat off, reducing gas consumption and CO2 emissions by up to 80%. Currently, there are 440 millions pasta bowls being cooked in the world every day. So helping change the way people are used to cook pasta would not be easy.

Passive Cooking

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

Chronicling the origins of Mette’s emergence as a performer, musician, and dancer, stylistically evocative and visually striking shots of Mette performing intercuts with culturally referential footage of sex, birth, violence, destruction, rebirth and celebration, growing increasingly personal as the song continues. By the first chorus, amongst the clips is a young Mette in home videos with her mother. Running counter to stereotypical imagery of mothering, the edit matches Mette’s choreography and lyrics by splicing in old Hollywood dance films, wild animals, and an array of protests.

President

METTE - Mama's Eyes

Music Videos Judge Sue Yeon Ahn, Managing Director US at SMUGGLER, on METTE’s ‘Mama’s Eyes’ music video by DIVISION for client Sony, which was awarded a D&AD Yellow Pencil: “The direction is exceptional, and the edit really pushed it over the edge. It's rhythmic, it's emotive, and it's so precise. It was very, very outstanding.”

Music Videos Judge Sue Yeon Ahn on METTE - Mama's Eyes

Coco crush. Some encounters you wear forever.

The Coco Crush collection is the leading and most iconic franchise of Chanel fine jewelry. For Gabrielle Chanel, every encounter was a game where luck and destiny intersect. The Coco crush collection is a story of encounters. 

In 2024, our ambassadors of the house play out the universal game of musical chairs, set to the rhythm of ‘It’s So Good’ by musician, DJ, & producer, Jamie xx. The unique collaboration resulted in the creation of an original track exclusively for the campaign, released as a single & available on music platforms worldwide.

Coco Crush

Luxury Judge Michael Grieve, Chief Brand Officer at Jumeirah, on Chanel’s Coco Crush film which was awarded a D&AD Yellow Pencil: “The tension and desirability that this delivered I think really captures the essence of what makes a great piece of work through the luxury lens.”

Curation by Masaya Asai

Masaya Asai

Creative Transformation Jury judge D&AD

View Masaya Asai's featured curation