Usain Bolt to star in new Channel 4 ident

By Oliver Luft, campaignlive.co.uk, 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 campaignlive.co.uk

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