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New Blood Entry — Alexandra Garcia Brillembourg

Award: In Book

Moving Image / 2013

"Transformation ident" This ident is a 3D artistic interpretation of the concept of transformation. Built using Cinema 4D and After Effects exclusively, the viewer will be drawn in to the abstract and surreal geometric shapes that dance, transform and settle into a dynamic environment. Animated stripes work as a symbol of repetition and create a visual balance between the original Channel 4 logo and the number seven. Through movement, change, and the use of bold colours, abstract objects are converted and combined into specific forms which reveal a dynamic new 4seven logo. Finally, we notice that the animation transitions from a day to night environment, which underscores the idea of change and transformation and creates an unforgettable experience for the viewer. Channel 4 has clearly embraced the concept of transformation as they've embarked on the new 4seven channel and programming schedule. New and exciting trending topics from social media, popular shows and our modern culture, dictate and determine which shows will be watched by viewers. This 3D animation will capture the viewer's attention and imagination and make them fall in love with Channel 4seven's bold new style. In summary, the 4seven ident animation creates an exciting visual atmosphere that embodies the key elements of: •Repetition (“Not Longer a dirty word”)•Buzz (social media-twitter-Facebook)•Surprise• Transformation•Unexpected•Seven Nights

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