Usain Bolt to star in new Channel 4 ident

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."


Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content

AGENCY

Five steps to smashing that interview

AGENCY

Future favours the brave