Mitsubishi Motors in the UK releases new ‘Absorbing Life’ Channel 4 idents
MITSUBISHI Motors in the UK has commissioned a new series of idents to accompany its long-standing sponsorship of Documentaries on 4, which air for the first time on May 5th 2018.
Created by Cardiff-based creative agency, Golley Slater, the films showcase a new tagline ‘Absorbing Life’ which feature a series of objects being gradually drawn towards Mitsubishi Motors vehicles. Each object represents different lifestyle connections with the vehicles. Eventually the objects are completely absorbed into the vehicles themselves.
The idents feature six Mitsubishi Motors models including the Outlander PHEV, ASX, Mirage and L200 pick-up truck, as well as the recently-launched Eclipse Cross.
The campaign was directed by freelance director, River, who worked with Fresh Films and post-house Jam Films to help create the 3D animated objects.
River‘s work is renowned for how it seamlessly blends in-camera action with VFX and this latest project continues his working relationship with Mitsubishi and Golley Slater.
Toby Marshall, Sales and Marketing Director, from Mitsubishi Motors in the UK, said: “Sponsorship of Documentaries on 4 is a key part of our marketing strategy and we wanted to create a new set of idents that reflected how each of the models shown can suit anyone’s lifestyle.
“The new films depict many of Mitsubishi Motors’ and Channel 4’s shared values, invoking their daring, powerful, challenging and pioneering spirits.
“The dramatic and cinematic lighting of the idents also highlights the individual lines, angles and dynamic bodywork of the models featured.”
Later in the month the new Shogun Sport will join the Mitsubishi model line-up, and will then feature alongside the other models in the idents for Documentaries on 4.