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Fresh Film Creates Visually Arresting Mitsubishi Idents for Documentaries on 4



Directed by River, the spots combine dramatic lighting with unexpected action

Fresh Film Creates Visually Arresting Mitsubishi Idents for Documentaries on 4
Mitsubishi Motors in the UK continues its long-standing sponsorship of Documentaries on 4 with a new series of idents, shot by freelance car director, River through Fresh Film for Golley Slater Cardiff. 

The new films, which will air May 5th, depict many of Mitsubishi Motors’ and Channel 4’s shared values, invoking their daring, powerful, challenging and pioneering spirits.

In the idents, five Mitsubishi models showcase their unique features whilst a series of synonymous animated objects approach them. Each film in the series sees varying objects gradually draw closer to the featured Mitsubishi model, ultimately getting absorbed into them whilst illustrating the individual lifestyle connections across the range. 

Talented freelance director, River, shot the campaign in London with Fresh Film over three days and worked alongside post-house Jam Films to help create the 3D animated objects. River is renowned for work that seamlessly blends in-camera action with VFX and has shot for the client a number of times through Cardiff-based creative agency Golley Slater.  

Excited to bring a direct connection to the sensibility of documentary filmmaking, River was keen to incorporate a dynamic floating hand-held look to the camera work. This, combined with the dramatic cinematic lighting that wraps around each model, helps to highlight the individual lines, angles and dynamic bodywork of each model in the range.

Viewers are invited to familiarise themselves with the individual features across the Mitsubishi range that may be suitable for their own unique lifestyle purposes. In keeping with the same playful tone as previous campaigns, the films also illustrate the portrayal of individual lives within the documentaries.


Agency / Creative
Post Production / VFX
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Genres: Idents, People, Scenic

Categories: Automotive, Cars

Fresh Film, Tue, 08 May 2018 16:28:57 GMT