Kanal 5 is a hugely successful mainstream commercial entertainment channel in Sweden.
The brief was extremely short and very open; asking for a 25" animated ID that referenced nature in some way. It's sign-off was to challenge us to 'freak out rather than chicken out'.
We immediately teamed up with regular collaborators ManvsMachine. Our response to the brief was to create a surreal microclimate within the 5 logo that drew inspiration from Geography textbook diagrams. We referenced Swedish flora, landscapes and fauna to build a magical world where animals are in cross-section and waterfalls flow into chimneys; creating a topsy-turvy world where anything is possible and gravity has no place.
We began with 2D illustrations and storyboards, developing style frames in 3D; adding more and more surreal elements as we built the scene.
Music was provided by Freefarm.
“As a client you sleep well at night when working with the guys at Proud; they don’t do what you ask them to do. They do more.
“They are great when it comes to “framed creativity”. Framed by brand platforms and creative concepts it’s often a question of jumping as high as possible. They can jump. High.”
Jan Loosme, Head of Marketing