D&AD DCM - Ident Research

When I first spotted the ident brief I thought it could be a fairly boring, video effect heavy brief. After further researching existing idents I realised I was familiar with DCM and other Idents. I realised idents play a big part of the cinema experience as people anticipate the ident in the cinema context.

The Idents build anticipation and enhance the experience for me personally. I began looking at existing idents both current and previous versions.

Previous DCM ident

Jump created this ident for Digital Cinema Media. The ident will play out before ad reels at cinemas around the country.

Creative Director - Richard Norley
Lead Designer - Russell Hilliard
3D animator - Thanassis Pozantzis

Existing DCM ident

The next ident is the new DCM version that is currently in use. The video shows three emotions - Amazement, laughter and suspense. The clip is a little longer than the brief as it runs for 1:02. The ident is a series of montage clips. The clips are denote animals, earth, lighting and special effects. The clip is successful and it has that cinema experience feeling. It works at creating excitement for the film. 

DCM worked with innovation consultancy Fearlessly Frank and their long-time collaborator, renowned artist and designer Daniel Eatock, to help co-create the new idents to bring the dynamic, emotive power of cinema to life. Production and post was managed by INTRO and the sound mix was handled by Jungle.

The idents have been specifically created for the big screen with tailored surround sound audio and dramatic cinema-quality visual content to entertain the audience. They serve as a sensory overload, coming from the idea that cinema is "the most emotionally impactful medium on earth".

Initially based around three emotions -- Amazement, Laughter and Suspense -- the idents can also be planned dynamically by film, genre, time of day, showing, target audience and more, demonstrating the enhanced flexibility offered by digital cinema

Oden Cinema ident

This is a classic cinema ident which I think everyone who's been to the cinema can recall. The music is perfect and visually the 'pink sparkles' create a dreamy effect.

The video was produced by adelphoimusic.com