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

This campaign is composed of 3 different executions. We will show one of our best baby furtinures: our ANTILOP Highchair, the SMÅGÖRA cot and the BOLMEN step stool. As if it were an IKEA catalog, we will start showing each product with the price next to it and the camera shot will open up to surprise us with something interesting: none of our products are being used by babies, on the contrary, babies are much more comfortable on their parents' chest or lap. And finally, the following message will appear on the screen: IKEA, proudly second best.

Proudly Second Best

According to the Food and Agriculture Organization (FAO) in Colombia 6.1 million tons of food are wasted each year, and 40% of those are fruits and vegetables. As an answer to this problem, Makro Supermarkets set an objective to not only help at their stores, but to educate consumers on preventing food waste.
We used a media that has existed for decades: The Fruit Sticker with a real purpose: extending their life cycles suggesting recipes based on the fruit's ripeness and color, especially in their most ripe stages cause that’s when people avoid their consumption for cosmetic reasons.

Life Extending Stickers

The Royal Television Society’s annual two-day event at The University of Cambridge brings industry leaders together to discuss the future of media, the impact of AI, and the role of opinion in news.
Inspired by lead sponsor, Channel 4's, core topic and title of this year’s event - Too Much To Watch - we created a colourful identity that playfully explored the idea of a crowded screen. Each letter, word and phrase competes for our attention, imitating the dizzying array of content viewers and broadcasters have to navigate.

Independent Creative

RTS Cambridge Convention: Too Much to Watch

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.”

Curation by Jenna Haugmard

Jenna Haugmard

Illustration Jury judge D&AD

View Jenna Haugmard 's featured curation