So i am quite excited about the new assignment that has just started, and will last for the next 5 weeks up to Easter. We have been "commissioned" by ChewTV, an Internet channel, to make idents for the new look relaunch of their site. I say "commissioned" ,we are not going to get paid for our work, but it is heartening that a company has put there trust in us to deliever high quality results especially considering this is our first proper project were we seem to have total creative freedom (within the brief of course). This is the first time that we will individually be working through every step of the "pipeline" discovering for ourselves where our strengths and weaknesses lie. My personal fear is that i will be far to amitious with my ideas, and end up setting my heart on a vision that i simply don't have the skills to realise. I did ask Andy whether we should consider this when brainstorming, but was advised not to do so, so i shall persist with my unattainable dreams.True to form when the brief was first introduced my brain overflowed with ideas, mainly featuring 1940's american ettiquette video's with such titles as, "Are You Popular?", which i discovered a while back. If your interested: http://www.youtube.com/watch?v=2yaSuhmLk40. Strange i know. But that idea was abandoned when the issue of copyright was brought up. Go figure.
The brief states that i am to create at least one ident approximately 5 seconds long which ends with a still of the logo (see picture above), and has a target audience of 14-25 year olds. I got the impression from Max, the representative from ChewTV, that they really didn't know what they wanted conceptually and there guidelines are vague, considering they seem to have quite a strong aesthetic theme for their newly designed site. A couple of other students and i were slightly worried after his talk that he expected some fancy, twirly blue light display around the feature logo rather than a gag based ident that we were all expecting and love to watch on channels such as E4. However i have a feeling this will not deter anyone on my course from trying to push some boundaries and get a laugh.
In order to get a better idea of the scope and variation within this particular section of the television industry, and also to jump start some ideas for my own work i researched and viewed a huge amount of idents that were available online, and came across some absolute gems that i had never seen on before. Two MTV idents struck me as completely inspirational creations, understated yet eloquent and have made me realise that even a commerial medium such as this can stomach art.
SKY MTV IDENT
This stunning ident was created for MTV Latin America by the company Sagas. It has, as someone quoted, "a-look-up-at-the-sky-and-smile-bliss" that is so distinct from the sometimes pretty trashy content of the channel itself, that it provides a calming visual break that throws the viewer and makes then take note. Although not done justice on this particular video, the quality of the animation itself is impressive, but the concept itself is most admirable feature. So simple and naive, everybody at some point in there lives have looked up and seen shapes, coupled with the joyful sounds of children playing and the exquisite dance of light (which i would love to know how it was achieved) uplifts the viewer. This as given me something to apsire to and i would love to achieve something in my future work so poignant.
MTV ORGANIC IDENTS
These idents were created for MTV Australia in 2008 by the company Umerictv. The channel in this case has left the generic international look for a more personalised approach, four abstract designs were developed to reinterpret the MTV logo based around the themes aggressive, calm, lively and organic. Individual MTV logo animations are integrated into a range of infamous locations to the MTV audience, that were shot throughout Australia.
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