Channel 4 Idents cleverly use the positioning of real footage to create a fleeting image of the number 4, which the viewer sometimes has to concentrate to see. It's a smart way of grabbing their attention before a show begins.
The use of blurring really gives a sense of depth and perspective to this clip as the black globs merge together and form this strange spherical shape. Live footage is encapsulated inside and changes into the logo, which gives it a very interesting and sophisticated look.
I love the subtle lighting and shadows used in this ad, and how the tangibility and shape of the smoke shifts so fluidly and subtly.
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