TSI to create new channel idents for S4C

TSI Design, the graphics division of broadcast services company TSI, are creating a new look for Welsh TV broadcaster S4C.
The four new channel idents, ranging from five to twenty seconds in length, aired from November 1 2002 and use a variety of creative treatments to help personalise inanimate objects such as eggs and audio speakers.
All of the idents refer in some way to S4C’s branding over the last few years, and make clever use of imagery and colours to subtly symbolise the ‘Welshness’ of the channel. All sequences were designed and directed by TSI Design’s Creative Director, Malcolm Dalton.
TSI Production Manager, Eddie Thomas, explained: “Our team did everything from shooting the live action fire and smoke elements in studio, to creating the 3D objects, to final compositing and editing. For one particular version, the central character is an egg, which we created entirely in 3D. As the eggs make their way down a conveyor belt, our protagonist egg starts to tremble before cracking and shooting out fire. The end shot shows smoke coming from the egg in the bright red of S4C’s logo.”
The 3D elements were created in TSI Design’s new 3ds max-based 3D department, and were then combined with the live action flames and smoke in TSI’s Discreet fire.
(GB)