S4C
At the pitch stage the only area where we presented more than one route was with the idents. The Chief Exec and Creative Director loved both ideas - and with the audio reactive route being so radical and requiring so much development time, it was decided that it would make a great follow on from the launch set.
On the first series of idents, Proud and Matt Pyke of Universal Everything worked together to develop a concept based on magnetism. The uncontrollable attraction reflects the Welsh feeling of emotional affinity to their country whether near or far and the feeling of completeness when returning home. Multi award winning director Simon Ratigan joined Proud to put his own distinctive visual twist on the creative.
For the second set, and after twelve months of research and development, Proud and Minivegas created an innovative and bespoke piece of software that enables realtime rendering of live action elements. Leading to a series of films in which the continuity announcer creates a subtly different ident for each viewing, through voice activation. A world first.
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