Alongside the seventeen directors there were three DOP’s, two art directors, seven sound designers, numerous animators, countless VFX artists and over 75 cast members all shot across four studio and four location days… bringing this unique piece of work to life was a monumental creative and production achievement. The idents are seen by over 80% of the UK population every month, literally tens of times a year, making them one of Britain’s biggest canvases for public art!

At their core, the Channel 4 Masterbrand idents are about collaboration. The concept was written by Art Practice as a visual system that welcomes all contributors, different voices and diverse perspectives. The concept encourages contrast in execution and technique throughout. The 25 sequences that make up the long version were created by a group of seventeen directors and makers from Art Practice, Love Song and The Line. The authors consisted of traditional film makers, photographers, artists and animators adding further interest to the set.