I was commissioned by Channel4's Box Tv to Rebrand Smashhits by co-writing and directing the project with in house creative Nicholas Bentley.
We brought onboard CGI extraordinaires Analog Studios who beautifully crafted the Idents under our direction. Zelig Audio added their magic through really imaginative Sound Design work.
The project also comprises the entire On Screen Presentation as well as a new Logo and identity which I designed and animated.
The Idents feature a fast paced, volatile world revealing the brand new logo by using it as an invisible container in which the impact of a first matter triggers a chain reaction and metamorphosis into a second matter. While the first material is recognisably large in scale and representative of a physical natural realm (fireball, ocean wave, iceberg), the material that it mutates into hints more at a playful smaller man made texture, closer to home (nail varnish, foil balloon, jelly) which despite being mundane is presented in a beautiful and attractive macro world.
A fireball flies through before smacking down into the invisible boundary of a logo letter and in turn morphing its state to a gloopy and glossy nail varnish; A foamy bubbling and pounding set of waves swell and gush and swirl off and from within the water some foil baloons inflate and expand to fill the logo letters; Icy Slabs burst up, juddering, shaking and crumbling they collide like an iceberg calving, and as they crush up against the boundaries of the logo letters they burst to reveal a red jelly mass that is compacting and wobbling to define the logo.