In 2023 C4 launched a new rebrand. Most significantly they brought back the iconic 4 mark. The previous ‘anti-brand' identity presented a deconstructed 4 that had reduced comprehension in a world where multinational streaming platforms hold court. They needed to re-define their identity in this competitive space.

They commissioned a set of Idents with the brief to put the iconic ‘4’ back at the heart of the visuals, connect it to the rebrand and articulate the spirit of ’Altogether Different’, the longline that speaks of their core values. The 4 should act as a guide and lead the viewer through the 4 universe. The idents must be fit for purpose and allow for continuity VO.

We wrote a concept that created a diverse portrait of modern Britain held together by a visual language, a system where 25 wholly different scenes contrast and intersect, yet sit altogether in perfect, hypnotic unity.

VFX was involved from the beginning, helping initially with the translation of the complicated camera arc which was designed in the computer with an exacting previs for all 25 sections. This included scans of each location to determine accuracy throughout. This data was then shared with the camera, production design and set-build departments. It defined everything that was practically made and shot. 19 segments were captured and 6 were fully executed in CG. All scenes then had to be re-projected in comp to seamlessly stitch the whole set together. There are 23 CG 4’s of varying scales and lighting conditions. This was achieved by extensive and supportive VFX supervision. The full film features countless CG animals, fire, rain, abstract and real-world simulated elements, sand, insects, clothing, a violent seascape… the asset list is extensive. The rich tapestry is wholly realised through the craft and dedication of the VFX artistry.