D&AD - New Blood 2015
The Brief: Create a 15-second ident that captures the spirit of VICE UK's Rule Britannia series.
I created an ident series that reveals the underbelly of Britain in a slightly different light.
After watching many Rule Britannia documentaries, I noticed that anarchy is a strong running theme throughout the majority. I wanted to show this by creating contrasting visuals that ‘tease’ the undercurrents of Britain, while showing recognisable footage alongside to create familiarity with the audience.
Visual glitches have been used to show the ‘dark side’ of Britain bleeding through the ‘norm’. During these disturbences, red and blue filters ‘bleed’ the colours of the Union Jack into the main image, while the horrifying visuals and sound effects create necessary contrast.
The subjects themselves also ‘glitch’ during the latter stages of each ident - showing the underbelly of Britain surfacing in the ‘real world’.
Within my 4 idents, police brutality, rioting, protests and vandalism are shown to reinforce the idea that Britain is not just one big cliche. Yes, we have guards in silly hats, metropolitan police, public landmarks and many recognisable public figures - but we also have a dark side that VICE document for the world to see.
Copyright Shade Graphics 2015.
