E4 wanted to completely rebrand its on-air environment, yet retain the quirky sensibility of the channel (not to mention the signature purple). Expressing itself through an elegant set of on-air idents, E4 skewed the line between live action film-making and stop-frame animation. By creating a highly imaginative and joyful world, the filmmakers were able to establish a template that is flexible enough to serve E4 for years to come.
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