S4C ‘Network Idents'

Interactive Idents When approached by S4/C (a Welsh-based television network) to concept a set of station identifications that would highlight their bi-lingual programming, we wanted to produce something that could bring picturesque scenes of Welsh life to a new level. In pushing the boundaries, we developed a voice reactive rendering system that would create an entirely new ident every time a different voice-over was laid over the film. This real-time rendering engine took 10 different background plates and animated actions in the film to the changes in the announcer’s voice. It’s all about audio waveforms getting it on with live action production and making babies that grow up right before your eyes. With plenty of R&D, a live-action shoot, clever post-production, and great coding we were able to create a more interesting take on a visualizer and reinvent the drab old station idents of old. Awards: 2008 Cannes Lion: Silver/Broadcast Design and Graphics 2008 D&AD Awards: TV Brand Identities: Nomination 2007 EBU Connect Awards: Total Package Award in Design