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In 2007, Proud Creative created a new identity for Welsh channel S4C. The theme of the idents were to show the magnetism of the Welsh society, represented by large amounts of objects gathering in one place, such as shopping carts at a grocery store, and golf carts at a golf course. These were mostly created by using thick fishing wire to pull the items together (rubbing them out afterwards), watch behind the scenes video.

Later that year, Minivegas helped to create a new set of idents, featuring live rendered dynamic elements which react to the voice of the continuity announcers so that each one is unique. These included lights flashing on and off in a lighting shop and cranes moving up and down.
All of the S4C idents are really interesting and unique, I think they among the best on TV at the moment. They’ve given me some ideas for when I create my own idents for Gusto.


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