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

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.”

Luxury Judge Michael Grieve on Coco Crush

This photo series traces the journey of a man navigating through a tapestry of urban landscapes wearing with the watch. The visuals are cinematic while maintaining an essence of the ordinary, yet a subtle twist of the unforeseen—whether it be a bird of prey or the presence of a pack of German Shepherds. These almost voyeuristic images show dynamic moments imbued with a hint of surreality.

Audemars Piguet x Travis Scott

Support in football is gender-biased. To encourage the French women’s team before the 2023 World Cup, Orange tricked the fans into loving woman’s football. We first showcased a never-seen-before compilation of top plays by French male stars (Mbappé, Giroud, Griezmann...). Then we reveal the ruse. The video was in fact a compilation of... women’s technical moves! Thanks to VFX, we faked the appearance of the French woman's team in the 1st part. The 2nd part showcases the same actions, without VFX, allowing the audience to admire the talent of the women’s team, free from gender stereotypes.

WoMen's Football

Luxury Judge Ravi Amaratunga Hitchcock, Co-Founder of Soursop, on Marcel’s ‘WoMen's Football’ for Orange: “It was truly exceptional in what it managed to achieve, but also the simplicity in which it was executed.”

Luxury Judge Ravi Amaratunga Hitchcock on WoMen's Football

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 Kapil Bhimekar

Kapil Bhimekar

Photography Jury judge D&AD

View Kapil Bhimekar's featured curation