China Central Television’s (CCTV) new advertising ident is inspired by traditional Chinese ink and wash painting. However, the concept is rendered by state-of-the art computer graphics to create an atmospheric modern masterpiece.
It starts with a droplet of ink in water, which transforms into mountains, a fish, a bird and then a dragon. These are familiar subjects of Chinese painting, but then it morphs into people practising Tai Chi. Eventually the ink droplet transforms into the skyline of Beijing with CCTV’s new iconic building as the centrepiece.
The 60-second spot called Ink was commissioned by MMIA in Beijing but produced by Troublemakers.tv in Paris and weareflink in Hamburg, where it was put together. There is an interesting movie of the ‘Making of Ink’, which gives more insight into the collaboration of the Chinese ands Western teams.
Television station branding is a new discipline to China. In the UK it dates back to the 80s, when the industry deregulated. This was the catalyst for the iconic Channel Four Identity, by pioneer Martin Lambie Nairn. The identity is now over 25 years old but still going strong today. The BBC has also lead the way in its award winning TV idents, which have cemented its position as a world class organisation.
In China, television is still state controlled and CCTV is the mainland’s largest broadcaster. It operates 19 different channels and broadcasts to over one billion people. With such a large audience, the new CCTV Ink indent is bound to make a big splash when it airs.
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Cool story and love your blog. I actually saw this ad on CCTV last week.
Just found your blog and its a really good site. Nice to see a fresher perspective on china from a designers point of view.
Beautiful TVC inspired by Chinese painting makes me very proud to be Chinese. The music is very nice too.
Brilliant ad, especially how they blend the old and new elements of china together.
The making of the ad is very impressive but surprised it could not be made in China as we have so many designers and artists now in China.
I am in China at the moment, and the new CCTV ident is stunning, and keeps you watching it again and again. Like so much visual design in China, you get a beautiful blend of the old with the new. A stunning piece of work!