Why We're Loving ... Jason Delahunty senior producer, Alex Mathieson director, 4Creative

WHY: E4 is promoting its new musical-comedy sitcom, The Midnight Beast, with a live ad filmed in front of 100 fans today (Thursday).

Midnight Beast
Midnight Beast

It involves four set changes, costume changes, dancers and five camera rigs. The 4Creative duo Delahunty and Mathieson are making the promo.

HOW: AM: We are keen to create a spot that will catch the viewer's attention and retains the look and feel of the band that the fans love. It has been a hugely collaborative process between creative, marketing, digital and the band in developing an idea we hope will blow people away, while making a bit of E4 history and a must-see TV moment. Doing it live adds a real jeopardy and will be another factor that will, fingers crossed, entice viewers to watch. By making the promo as technically challenging and visually stunning as possible, we have raised the risk with the hope of raising the reward.

Inside delahunty and mathieson

The reason I got into producing/directing was ...

JD: I was lucky to gain work experience at Film4 as Brett Foraker joined. I was then made a permanent part of the E4 launch team. AM: I began as a T4 runner in 2001 and ended up as its promo director. After freelancing, I landed a job with E4 in 2006.

The best bits of work in my career were ...

JD: Working on the Skins and Misfits promo launches. AM: Working on E4 with the team we have over the past six years has been a great privilege for me.

The biggest influence on my career has been ...

JD: My parents. AM: Anything that scares me or makes me laugh - or demands a big emotional response.

My favourite sitcom is ...

JD: 30 Rock. AM: The Thick Of It. I'm partial to The Big Bang Theory and Frasier too.

You probably don't know this but ...

JD: I know all the words to the Irish national anthem. AM: I won my job in TV live on screen in a televised T4 competition.

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