DBLG created the set for the idents in 3D, and then populated it with props from the various shows in the E4 Entertainment strand. The pixel look, which is used regularly in giffgaff’s branding, gives the films a striking backdrop.

“Our incredible set designer Jack Kirby at Almost Everything created the set vertically on a 30 foot piece of MDF,” says Grant Gilbert, creative director at DBLG. “The pixel aspect is part of giffgaff’s brand and is known as ‘digital noise’ and was really fun for us to work with. To create the look we laser cut vinyl, which was applied to the white set base. Interspersed within the structure are props that relate to the programmes on E4. It was a fairly quick turnaround – Jack had to make over 80 different city blocks to create the ‘city landscape’ in just one weekend.”

The idents also feature contributions from the E4 audience, drawn from the #giffgaffE4 hashtag, which giffgaff regularly uses to chat with viewers about the shows on the E4 Entertainment strand. “The idea is that the viewers interact by sending in their tweets,” says Gilbert. “So once we filmed [the set], we loaded it into the computer, we tracked it, put 3D texture in there and objects and that displays all the tweets that the viewers send in. That will be different every time you see it.”

Credits:
Agency: giffgaff in-house
Brand director: Tom Rainsford
Agency manager: Abi Pearl
Director/Production company: DBLG
Creatives: Jason G Wiley, Eduardo Eschano, Grant Gilbert
Client production company: Like Minded Individuals
Post: Platform/Big Buoy Post