DBLG created the set for the idents in 3D, and then populated it with props from the various shows in the E4 Entertainment strand. The pixel look, which is used regularly in giffgaff’s branding, gives the films a striking backdrop.
“Our incredible set designer Jack Kirby at Almost Everything created the set vertically on a 30 foot piece of MDF,” says Grant Gilbert, creative director at DBLG. “The pixel aspect is part of giffgaff’s brand and is known as ‘digital noise’ and was really fun for us to work with. To create the look we laser cut vinyl, which was applied to the white set base. Interspersed within the structure are props that relate to the programmes on E4. It was a fairly quick turnaround – Jack had to make over 80 different city blocks to create the ‘city landscape’ in just one weekend.”