Our dear friend Ervad Jimmy Madon can be seen in the new series of five idents put out by UK’s Channel 4. He is joined by another young Mobed Ervad Yazad Unwalla in performing a Jashan
Channel 4 today unveils a new series of idents which authentically reflect life in modern Britain.
Created by Channel 4’s multi-award-winning in-house creative agency 4creative in collaboration with Art Practice and Love Song, the five new idents feature scenes including an urban fox taking refuge in a decaying telephone box, a group of teenagers on the last day of school, a frozen moment of a Friday night and a celebration of Zoroastrian New Year. The 25 unique looping scenes create a tapestry of modern British society today as seen through the eyes of a diverse group of 17 independent creatives, artists, and filmmakers.
Ervad Jimmy Madon and Ervad Yazad Unwalla can be seen starting at the 25 second mark
Following the broadcaster’s brand transformation, the idents draw on the concept of ‘4’ as a traveller which acts as a companion for viewers through limitless worlds of content. The iconic Channel 4 logo is the central axis of each film as the camera continually loops through the logo itself to show thought-provoking and dramatic scenes that form a part of Channel 4’s ‘Altogether Different’ reflection of the UK.
Consisting of a combination of live-action, animated and full CG (computer generated) films, the scenes were developed from an open brief that invited the creators to interpret one of five themes: Identity, The Land, System, Release and Love. Culminating in over 500 initial ideas, the brief encouraged diversity of expression within a system that allows for endless creative outcomes – all unified by the consistent camera move, the cube motif and the Channel 4 logo.
