Channel 4 launches Usain Bolt Ident to celebrate IAAF Athletes

8 August 2011

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Channel 4 will tonight launch a specially-made ident in the run up to it's coverage of the IAAF World Athletics Championships, which will see the world's fastest man, Usain Bolt, transformed into the iconic ‘4' logo.

In the ident, created by Channel 4's award winning 4Creative department, the champion athlete walks along the track in a crowded stadium after winning a race, which climaxes with Bolt striking his signature ‘lightning bolt' pose.

As the camera pans slowly around Bolt, the angle of his pose creates the illusion of a Channel 4 logo, which has been created using angles, buildings and landscapes in the past - but never a living a person.

Channel 4 will be showing exclusive coverage of the 2011 IAAF World Athletics Championships, which take place from 27 August to 4 September in Daegu, South Korea, including all sessions plus a regular highlights programme in prime time.

The specially commissioned ident will air for the first time this evening, and will play on rotation amongst the channels regular suite of idents in the run up to the championship coverage.

Tom Tagholm, Channel 4's Network Creative Director said: 'This is the first 4 ident to star a human being, and who better to choose than the fastest guy on the planet. It's a great coup for the Channel and 4Creative, and a huge privilege to work with a true sporting legend. Technically it was a challenge - Usain had to be shot on a tennis court next to a secret training facility with the entirety of the stadium, the crowd and the 4 elements added in post. Our production and post teams pulled out all the stops to create real magic.'

For more information on Channel 4's IAAF World Athletics Championships coverage, follow @C4Athletics

 

Credits

 

4Creative

Creative Director: Tom Tagholm

Director: Phil Lind

Producers: Gwilym Gwillim, Tabby Harris

Writer/Art Director Mick Arnold

DOP: Mark Patten 

Editor: Joe Guest-Final Cut

 

Post production- The Moving Picture Company

Post Producer: Tim Phillips

3D VFX Supervisor Ashley Bernes

2D VFX Supervisor Bill McNamara

Flame Artist Richard McKeand

TK: George K

Audio-Envy Post

Music: Rich Martin-Envy

Performed by: The Hypnotic Brass Ensemble

Sound Design- Arge-Envy

 

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