In the films, Channel 4’s iconic blocks are brought to life as a friendly fallible giant. Shot across the UK, the films are a celebration of togetherness, diversity and youth. Executed with warmth and wit, the films take a refreshingly humorous and light-hearted approach to the channel’s new identity, making it impossible not to connect with them.

In 'Football', kids play outside in a classic British neighbourhood, riding bikes and kicking a football around with the boxy metallic Channel 4 giant. The giant kicks the football through one of the house's windows, before swiftly fleeing the scene with the kids in tail.

The film is one execution of a wider campaign of idents including ‘Fanfare’, in which the giant scales sprawling British countryside and seismically releases a booming fanfare sound amongst the people below. There are also two more films in the series.