Vice's Rule Britannia - Ident Brief

Vice UK's Rule Britannia series features some unflinching and enlightening insights into aspects of life in modern day Britain. Documentaries such as The Debt Collector, Fraud, and Bare Knuckle Boxing feature characters who are at the same time endearing, repulsion, but overall fascinating. Viewing these was not only useful for developing my understanding and knowledge of Factual pieces, but also in getting an idea for an ident to go along with this series. D&AD have issued a brief asking practitioners to submit a 10 to 15 second ident that captures the spirit of the Rule Britannia series. The current ident, seen above, depicts a tattered and torn Union Jack blowing in the wind as a melancholy theme plays in the background. The makers of this ident said they wanted to convey a feeling of "lost innocence" through the use of 70s style stop motion animation and I believe they have certainly achieved what they set on too. The sense of lost innocence and melancholy is fitting to the image that the documentaries portray of modern day Britain, which is a lawless, violent land with complex, dark characters, and contrasting with the traditional image of Britain of cups of tea, double Decker bus, royal family etc. Therefore I think that my ident should go along similar lines of doing a subversive version of traditional British imagery.

 I have taken some test shots based on the initial idea that I came up with when presented with the brief. This was to have the Vice logo on the outside of a bag of chips, which then opens up to find the title 'Rule Britannia' amongst the chips. Whilst I still believe this is the start of a good idea I need to develop it slightly and decide on what format I am going to use to capture it. My initial feeling was to do a kind of snap shot montage showing the chip bag opening up and then put some fitting music on top of it, but I will need to learn
how to do this first. I will also need some proper lighting and camera equipment to make this look good as opposed to what I have just knocked up in 5 minutes here. My next step will be to view some of the entries which have already been submitted to get an idea the kind of standard I am working towards and develop my idea further.