ABOUT

As part of a huge rebrand across Channel 5’s entire portfolio of TV channels, we were asked to create a suite of idents for their sister channel 5STAR.

The brief was to take the new branding, designed by Gretel (NYC), and project it into the ‘real’ world. Each scenario had a ‘trigger moment’ which transformed environments into colourful worlds of 5STAR branding.

It was a huge production with all the usual challenges that three night shoots in London brings but also on a technical level as the locations, and scenarios, needed to feel right for the brand, but also be suitable for projection. We also didn’t want all three of the idents to be set at night so we had to come up with a solution that meant we could use our projections during the day. This involved building a huge ‘fake sky’ for the underpass ident which allowed us to control the lighting enough to be able to have bright daylight outside the tunnel and not have it effecting our projections inside.

After an extensive rounds of location scouting and projection tests we choose our three locations (Senate House, The London Design Museum and Blackwall Underpass) and then created a bespoke set of 5STAR animations at 4K resolution to be mapped back onto each of the locations.