Graphite Pencil / Branding / Brand Expression in Moving Image / 2013
4seven is a new channel featuring the best of Channel 4 from the last seven days. The channel marque features a ‘7’ within the existing Channel 4 marque, revealedas you pan around a corner. This corner became the visual signature for our idents, which feature ordinary, everyday environments wrapped around a right-angle, with the marque at the heart of each scene. The idents were created using an innovative mix of angled camera work and CG augmentation, resulting in eye-catching, logic-defying scenes, reminiscent of mathematical artist M.C. Escher.
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