The brief was to keep our core audience of film fans engaged while at the same time remain open to a wider audience. The finished Idents are intended to be a digital reinterpretation of the classic celluloid filmstrip and the On-Screen Presentation also reflects that in a graphic form while also being reminiscent of movie posters.

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.

The objective was to create a new series of cinematic idents that create a framework for the content on Film4 channel. Each core ident had to be flexible enough to contain multiple play-out scenarios but ambiguous enough not to fall solely into genres. The brief stated a need to cater to ultimate film buffs and occasional movie fans alike while the target demographic for Film4 is 16-34 Adults.