Usain Bolt to star in new Channel 4 ident

By Oliver Luft,, Monday, 08 August 2011 09:36AM

Channel 4 will tonight (8 August) launch an ident featuring Usain Bolt, in which the world's fastest man is transformed into the network's logo.

Usain Bolt: world's fastest man features in latest Channel 4 ident

Usain Bolt: world's fastest man features in latest Channel 4 ident

In the ident, created by Channel 4’s 4Creative department, Bolt walks along the track in a crowded stadium after winning a race, climaxing with Bolt striking his signature "lightning bolt" pose.

As the camera pans slowly around Bolt, the angle of his pose creates the illusion of a Channel 4 logo.

The Jamaican sprinter appears in his athletics kit, featuring the logo of his key sponsor Puma.

The new ident is being broadcast in the run-up to Channel 4's coverage of the IAAF World Athletics Championships, from 27 August to 4 September, and will play on rotation among the channel's regular suite of idents in the run-up to the competition.

Tom Tagholm, Channel 4’s network creative director, said: "This is the first 4 ident to star a human being, and who better to choose than the fastest guy on the planet?

"It’s a great coup for the channel and 4Creative, and a huge privilege to work with a true sporting legend.

"Technically it was a challenge, Usain had to be shot on a tennis court next to a secret training facility, with the entirety of the stadium, the crowd and the 4 elements added in post.

"Our production and post teams pulled out all the stops to create real magic."

This article was first published on


You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs