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New Blood Entry — Luke Buckley

Award: In Book

Moving Image / 2013

My animated response to the brief shows the process of filtering the most talked about (therefore arguably the best) content from the Channel 4 programming schedule to make the schedule for Channel 4seven, with the metaphor of juicing an orange to squeeze out the best content. Social media is represented in the ident with a blue sleeved and white-gloved arm, which alludes to the facebook ‘like’ hand, which is involved in the selection process of the fruit. I took my main inspiration from the current More 4 idents and the animations of PES. I believe people relate to tangible objects strongly, like in these examples, and this is important in making an ident stand out from the over-saturation of computer-generated idents that exist currently. This is why I chose to make a stop-motion animation with cardboard models. The More 4 ident is the most effective example i've seen, it's very subtle and in my opinion has been timeless, I believe this is because of it's simplicity, this is something i've tried to achieve in my ident also. The kitchen-based scenario for my ident also has strong links with a large amount of Channel 4's programming, shows such as Jamie's 15/30 Minute Meals, Come Dine With Me, River Cottage etc.

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