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Audio Reactive Idents: Welding Shed/Wedding DJ/Museum/Lighting Store/Lighthouse/Ice Cream/Houses/Funfair/Cow/Car Park

Award: Graphite Pencil

Graphite Pencil / TV & Cinema Graphics / TV Brand Identities / 2008

Having launched our rebrand in January 2007, we introduced a second phase of ten idents in November to celebrate the channel’s 25th birthday and to further our goal of creative excellence. While the initial idents broke new ground for S4C, our aim with these was to reinvent the whole concept of an ident. After 12 months of research and development, Proud and Minivegas created an innovative and bespoke piece of software that enables real-time rendering of live action elements, meaning that the viewer will never see the same ident twice. The result is a series of beautifully crafted films in which the continuity announcer creates a subtly different ident for each viewing through voice activation – a world first.

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