The idea was to incorporate a number of film references into each set. Some are more obvious than others, and we also added in some very subtle, but pretty accurate props to reference particular scenes or sets from a wide range of films.

The technique involves a real-time camera moving down through the ceiling plane and then through the floor plane. We shot this and in post-production pulled the filmstrip technique together, built the logos, and created a staggering array of additional effects and elements ranging from the very subtle (a single light short circuiting) to the very prominent (a grand piano tumbling towards camera).

Initial response internally was very positive and while the measure of success for an On-air identity is difficult to gauge, a good guide is the amount of twitter response which between the launch date of 2nd September and the 5th September resulted in 848 positive tweets which is overwhelming for Film4’s twitter feed.