The Channel 4 brand is a gift. It’s alternative but with purpose, and exists to champion diversity, take risks, create social change and more. This is hugely inspiring and central to everything we make.
We’re proud of everything for different reasons. Recent highlights include last summer’s Paralympics campaign, which projected an empowering perception of disability; our Grayson Perry short-form films, which gave the trans community a platform and celebrated riskiness; our innovative Humans series two campaign, which was nominated for a BAFTA (we lost to David Attenborough, but we forgive him); some hilarious and bang-on-brand work for E4; and the top-quality trailers we turn out every day.
In terms of how the work passes through a team, every project is different. For example, we’re currently working on a campaign for original drama series Philip K. Dick’s Electric Dreams. First, we met with everyone involved in the programme – from the drama commissioning team and the show’s production company, to C4 press and marketing. The marketing team and I then developed the creative brief, which is now being worked on by a creative team, overseen by a creative director. Our project manager makes sure this part of the process is as smooth and swift as possible. After several presentations to marketing and other Channel 4 stakeholders, we’ll start production. This stage will most likely involve people from outside 4creative, from photographers and tech companies to post-production houses, along with 4creative producers, designers and directors.