As I have mentioned in previous posts; I had an image in my head the second that I read this brief. I have watched VICE films for a while now. I am familiar with the channel and how they like to present themselves. I have always seen it as a very self aware and unflinching channel and these qualities can be found in their Rule Britannia series in abundance. That sort of feeling of dark humour and dramatic irony is something that is really interesting to me and I feel as though it really makes the series something iconic and unique.
This idea of juxtaposition is something that I deem imperative to the success and identity of VICE and their Rule Britannia series and for that reason it is definitely something for me to explore and present heavily in my pitched ident idea.
The idea that I had instantaneously was for a misleading action being conducted and obscured. It would be made to look much more severe until a big reveal at the end shows it to be something harmless or ordinary. This works for many reasons for me. The series is all about scratching below the surface and discovering something more than meets the eye. Something severe and raw. That is exactly what I want the ident I create to feel like. I want to deconstruct something everyday and take it into hyper-reality. It goes hand-in-hand beautifully with the ethos of the show and the channel.
The idea I had to further this was to show abstract and obscure components to making a cup of tea. Things like very macro shots of a teabag being strained and water boiling and filming the steam using tilt shift techniques and lens-whacking. I want to create a feeling of mystery and discovery. Then the ident would end with a reveal shot showing a fully assembled cup of tea being stirred.
I think that this has all the elements that are very present in the fabric of VICE and their Rule Britannia show. It is almost darkly comic, it is a British staple (a cup of tea) being deconstructed in front of your very eyes and in an objective and practical viewpoint it is a simple yet very engaging premise that can be fully explored and resolved in the short time scale available to me.
I think that this idea is very strong. I initially don't tend to stick to my first idea and iterate on it or try and imagine something completely different. This time however, I feel as though this idea is really strong. Every time I stray away from it I always end up returning to it. I think it is far too strong to ignore, I will try elsewhere but I have a really good feeling about this idea and will definitely explore it further.
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