This response was for the E4 brief set as part of the D&AD Student Awards 2010. The brief asked for a series of idents to promote the channels Monday Night Movie Strand. The stance the project took was that the audience use E4 to escape and fulfill their guilty pleasures, so using this as the basis the idents show a male and a female at home fulfilling their guilty pleasures. The examples personify the character and tone of the E4 brand and connect with the viewer adopting E4’s witty and humorous stance.(Treatment below)