Classic Character Mog Joins Channel 4’s Festive Idents Ahead of Christmas

Channel 4 today unveils the latest in a long line of iconic, festive idents – with a new ident airing from tomorrow based on its upcoming animated special of classic children’s book Mog’s Christmas.

Created by Lupus Films in partnership with 4creative, Channel 4’s award-winning in-house creative agency, the ident stars Mog keeping a watchful eye from a snow-filled rooftop as viewers are transported into the loveable cat’s house. The ident then shows Mog playfully interrupting Christmas preparations in Mr and Mrs Thomas’ house, knocking balloons that have been blown up by the jolly uncle ahead of the big day. Mog was written and illustrated by Judith Kerr (HarperCollins Children’s Books). 

The ident, which took 16 weeks to complete, will premiere on 2nd December and will be shown regularly over the festive period. It has been produced by Lupus Films and directed by Robin Shaw. The animation features two scenes from the film itself which have been lovingly reimagined to fit into the format of the new idents. The production presented a creative challenge to the team at Lupus Films, exploring how best to make their trademark hand drawn 2D animation style sit comfortably within the perpetually looping 3D space of the ident. 

Earlier this year, Channel 4 unveiled a new series of idents, consisting of 25 unique loops which authentically reflect life in modern Britain, as seen through the eyes of a diverse group of independent creatives, artists, and filmmakers. This Christmas ident is the first to be produced in the new system since the launch. Last Christmas, Channel 4 commissioned Lupus Films to create a snowy seasonal ident featuring the characters from The World of The Snowman to celebrate the 40th anniversary of the first transmission of The Snowman film adaption on Channel 4.

In May, Channel 4 announced that in association with Universal Pictures Content Group it has commissioned a new hand-drawn animated special produced by Lupus Films, for HarperCollins Children’s Books and Universal Pictures Content Group, of classic children’s book Mog’s Christmas in the 100th anniversary year of Judith Kerr’s birth. 

For 4creative the executive creative director is Lynsey Atkin, the creative director is Dan Chase and the producer is Lauren Holden. Marketing director is Amber Kirby, head of marketing is Nic Moran, marketing lead is Laura Bedford and marketing executive is Stacy Parris. The in-house agency landed the Consistent Creative Excellence award at last month’s Campaign Big Awards for its noteworthy work over recent years.

For Lupus Films the producers are Ruth Fielding and Camilla Deakin, the director is Robin Shaw and the head of production is Adam Jackson-Nocher.

Lynsey said, “We created the idents this summer with the hope and intention the creative system would continue to house a brilliant range of styles and ideas well into the future. So, it’s wonderful that everyone’s favourite cat, Mog, has made our looping 4 her home for Christmas, brought to life beautifully by Lupus Films along with Dan and Lauren from 4creative.”

Amber said, “We are so pleased to see how our award winning Channel 4 brand idents can continue to be transformed into new worlds. This Christmas enjoy Mog and her beautifully animated looping 4.”

Ruth Fielding, co-founder, Lupus Films said, “We are delighted to have been asked to produce a special Mog’s Christmas 4 for Channel 4’s iconic series of idents and look forward to seeing Mog padding across screens in the run-up to the transmission of the film over the Christmas period. The team are delighted with the result and honoured to be entrusted with creating the first show-specific ident in the new format for Channel 4.”