ENVY has just finished the new channel branding campaign for Discovery Channel's Animal Planet.

The whole concept behind this new campaign for Animal Planet is to show how animals interact with our world. So the director integrated the idents with the new animal planet logo and the shot footage of the animals. All the shots were filmed on the Phantom camera in 4:4:4 at very high speed which produced a beautiful slow motion image of each animal which was then transferred to HD CAM SR for post production.

Each ident was edited in Avid and conformed into Smoke for finishing and every ident required a bespoke treatment on the logo in order to integrate it into the real environment.

An example of each ident below:

HORSE:

A horse rears up on its hind legs and smashes the camera lens as it falls, revealing the logo. 2D design artist Ibrahim Ahmed attended the shoot and made sure the client shot sky plates, tracking markers and glass smash plates to allow us to composite the end logo.

3D artist Howard Bell used After FX to break the logo up as if it had been cracked, following the pattern of one of the real glass smash plates and he used 3D to create shards of glass flying towards the camera.

Dean Wyles Smoked the logo and 3D shards into the real footage, and created a crash zoom-out effect. He also added dirt extra sky camera shake flare and motion blur to make the logo feel real and not 'too corporate'.

ELEPHANT:

An elephant in a beautiful African setting squirts the camera, and the logo is revealed in the water, again 3D was used to create the logo being formed out of water droplets.

In Smoke Dean composited in the logo with the real water being squirted from the trunk. He added in extra water plates and sprite to enhance the water, and added sparkle and glints to enhance the 3D logo.

ENVY had to deliver 10 separate idents in HD and SD and 4:3 formats for delivery around the world.