Black culture is brought brightly into focus from today on ITV as viewers will see brand new on air trails along with channel idents marking and celebrating Black History Month.
The creative work will complement newly commissioned programmes and content showing across ITV channels and platforms throughout October.
The campaign by ITV Creative (ITVs in-house creative team), who conceived and produced the layered animation, draws on the rich contribution to British life of black figures and culture across a wide range of areas from literature, history and science to music, food and fashion to deliver a visually vibrant, upbeat and thought-provoking palette.
The concept “It’s all about” sees icons from Maggie Adern Pocock, Amma Asante, Floella Benjamin and Dame Linda Dobbi to Arthur Wharton, Alison Hammond, Craig Charles, Fuse ODG and David Olusoga appear in vision amid a kaleidoscope of cultural imagery and textures as narrators Ashley Banjo, Noel Clarke, Maya Jama and Angela Griffin tell us “It’s all about” everything from “the music… the style...the literature... the arts... the discovery… people coming together” to “… It’s all about the past....the future...it’s all about the culture.”
Creatives Adie Headley and Anthony Dziworshie, who led the project for ITV Creative, said in a joint statement: “The inspiration behind our spot was to celebrate Black culture and all its many facets. We wanted to create a piece of work that showed the vast range of skills, talents and professions that Black people have thrived within across Britain, for many generations. Too often Black people are portrayed as being monolithic, so from shining a light on staple-holds such as Mary Seacole to modern day writers like David Olusoga, we wanted to show the breadth of how Black culture has influenced Britain.”
The core team at ITV that worked on the trails also includes producer Angela Lyttle and production assistant Ttwarna Cordwell. The team worked in tandem with freelance design director Ogo Okpue and collaborated with music producer Khwezi on the bespoke and distinctive soundtrack, with sound design by Alex Bingham at Machine Sound.
Throughout Black History Month, ITV’s on air branding will be designed by Black artists, who have created artwork for the channel idents as part of ITV Creates. This is a project that has seen artwork by individual and community group artists feature in channel idents since 2019.
Artists include: Hamed Maiye, Neequaye Dreph Dsane, King Owusu, Alfie Kungu and Carleen De Sözer.
Ade Rawcliffe, ITV Director of Diversity & Inclusion, said: “ITV has never marked Black History Month in quite this way before. In our Diversity Acceleration Plan, which we launched in July, we committed to ensuring that ITV commissioning better represents contemporary British life on screen within the next 12 months. As well as commissioning programmes showcasing Black British talent, both onscreen and behind the camera, we have also organised a range of talks from amongst others David Lammy, Munroe Bergdorf and David Olusoga and events for all ITV staff, led by our staff network ITV Embrace.
“Our ambition is that the legacy of Black History Month remains across our output, on screen and off and all year round.”