The brief for the new Channel 4 Brand idents was to celebrate diverse Britain in all its glory and remind people why the  Channel exists -  to be the alternative voice of Great Britian.

In response, we teamed up with the award winning director of Channel 4s "We’re the Superhumans", Dougal Wilson , to create a monolithic 'Giant’ out of the famous Channel 4 blocks that make up the logo. A giant that represents the remit and voice of C4.

The spots were filmed across different regions the UK, the Giant personifying the Channel's unique values and public service remit: take creative risks, inspire change and represent a diverse range of voices across the UK.

The giant’s mnemonic call also pays homage to Channel 4’s original and iconic Lambie-Nairn ident, launched in 1982, re-mastering its soundtrack ‘Fourscore’ for a new era.