Channel 4 is set to release 25 short films that they say “authentically represent” modern British society.
Channel 4 is well-known for airing creative short films between shows that reveal their logo in all manner of imaginative ways; from floating chunks of skyscraper, to b-movie style UFO invasions. And on May 14, the broadcaster will share a collection of new idents.
According to the broadcaster, they will “create a tapestry of modern British society today as seen through the eyes of a diverse group of 17 independent creatives, artists, and filmmakers.”
Among the refreshed new scenes, which will be shown looped together in a one-off launch film, will be an urban fox taking refuge in a decaying telephone box, a group of teenagers on the last day of school, a frozen scene from a Friday night, and a celebration of Zoroastrian New Year.
The continuous version is linked together with the help of spoken word artist John Joseph Holt. Channel 4 tells Evening Standard that The Zoroastrian Ritual is one of the stand-out features.
The ident shows members of the Zoroastrian faith performing the ritual of Nowruz (Zoroastrian New Year) and blessing the year ahead. It’s one of the world’s oldest known living religions, having developed about three and a half thousand years ago, and drawing on ancient Indo-Iranian faith systems.
“We chose to feature this particular religion, as whilst it is one of the oldest organised religions in the world, with its origins in ancient Persia, according to the most recent census, Zoroastrianism has the smallest faith-base in the UK; and is therefore in keeping with our remit to support minority voices in the UK,” says a channel 4 spokesperson.
Spanning live-action, animation and computer generated films, the scenes were developed from an open brief that invited creators to interpret one of five themes: Identity, The Land, System, Release and Love.
The open call, which generated over 500 initial ideas, are intended to represent the many different stories, experiences and lifestyles of Brits today. The collection features over 70 people from various ethnicities and backgrounds from across the UK.
“Our idents reach 50 million people in the UK every month, so we wanted to represent all of us, the rich diversity of our nation, our communities, and our passions,” wrote Channel 4’s chief marketing officer Zaid Al-Qassab in a statement. “This is not only a representation of Channel 4, this is the most viewed piece of public art in the UK, that will be seen for many years to come, so it was important to us that it spoke to everyone.
“Whoever you are, we hope you will find something that speaks to your heart.”
According to Mike Skrgatic, creative director at optical arts studio Art Practice, who collaborated with Channel 4 on the project, filming in Britain’s famously unpredictable weather “proved a challenge”.
Co-colloborator and creative director Lynsey Atkin from 4creative, added: “Like everything through the project, we wanted to feel the artist’s intention, rather than the heavy hand of an all-seeing eye.
“I hope this is ultimately what the work achieves – a seamless group of worlds that all work together, but showcase very different voices and styles - an infinite looping universe where nothing stands out because everything stands out.”
The move comes as the channel has been undergoing major relaunches, including making some cuts across its programming. The broadcaster has said that while it is in “robust health” it is “taking some precautionary measures”.
However, this new project is being touted as the foremost symbol of the channel’s new direction.
