The Channel 4 - Moving Image Brief, to create a motion graphic ident for 4seven, a catch up service that automatically selects shows from the last seven days. The motion graphic ident had to be 30secs long and represent this new way of programming. The ident had to share the DNA of Channel4’s existing identity.

This motion graphic ident was created using stop frame animation that shows a
number of everyday things that share a common domination of  4 and 7.