Rule Britannia

The ident that VICE are looking to be created is for a series they have on their network called "Rule Britannia". It is a series that deals specifically with stories from the UK. It takes a look behind the curtain at some of the most controversial and seedy goings on in the underground scenes. The series often features prolific swearing and also has a tendency to show gore and violence. 

This is all wrapped in, what comes across as, a rather ironic package. The shows feel quite light hearted and jovial. The people in the films tend to always be upbeat in the interviews and give quite light hearted recounts of what sounds to be quite harrowing events. It is a really interesting juxtaposition. You never feel like it's trying to be gritty, depressing or depraved. It is shining an unbiased, possibly even uplifting, light on these really serious and disturbing scenes and stories.

As a perfect example of this, this is the current ident they have for the show at the moment:

As you can see it is a light hearted, jolly little animation that doesn't really break you in for what you are about to see. And that is what ties this whole series together. The fact that it is quite a jolly surrounding to a serious subject makes it so that there is palpable relief in the interview and calm sections and genuine tension and intensity when more serious things are being discussed or witnessed. At the end of the day what I as being the main driving force behind the series and what really makes it work for me is the idea of juxtaposition. That is exactly what I want to expose and utilise. Juxtaposition.