Series of TV IDENTS were produced for MongolTV in Asia by mémoire liquide. The visual identity developed is global in nature has got a new visual signature. More than twenty television commercials, series of animations, motion graphics for TV news has been produced. This plethora of visual elements will punctuate the air and confirm the identity of the channel. The centerpiece of this project is a television idents campaign to images breathtaking. These are twenty portraits of local peoples, visually oriented shoot in locations in Gobi Desert, Ulaanbaatar, East Siberian, Mongolian steppe … Impressive images, sometimes shoot at – 45 to – 60 Celsius degrees by a joint venture of occidental and Mongolian staff. These vignettes suggest the presence of TV channel on the entire territory of Mongolia and its proximity to the population. This is a renewed image, contemporary Mongolia is projected here.
HORSE TRAINER IDENT
One hour drive from Katsghal in the windy and snowed mongolian valley : the steppes, a perfect place for the wild horses, Przewalski’s horse. Here, one of the last horse trainer using an urga: a long pole with a lasso at the end, a national treasure. Nomads living in the traditional Mongol fashion still hold more than 3 million animals. The time was on hold since the brave cavaliers of Genghis Khan
BREAK DANCER IDENT
Night life in UB Ulaanbataar, awsome clubbing places, urban dance performance by Onyx an international breakdancer group from Mongolia. Traffic jam day & night in UB downtown. Luxury cars, stores, fashionitas, new economy set the new pace. Future is the air everywhere. We are in Asia.
FIGURE SKATER IDENT
Hosvghol Lake, the blue pearl. The fifth fresh water reserve in the world. UNESCO protected. Length 240 km. Depth 200 meters. The brother lake Baikal. In the winter 2 to 4 meter of pure blue ice cover all the surface like a giant mirror. Magnificent spot for ice skating and winter event. Here a young girl from the Mongolian national speed skating team just chill.
BUSINESS WOMAN IDENT
New business in Ulaanbataar, international hub for investment, fastest economic growth worldwide, one of higher level of education for women in Asia, accelered downtown transformation, construction and development, new architectural landmarks: Sky and Central towers. The future is everywhere.
ENIGMATIC WOMAN IDENT
Unique local beauty, educated yougn woman, farmer daughter. An jewel in middle of rough life, neighbour of Siberia, cold weather – 60 to – 45 in the winter. Bringing the water from the lake, in a block of ice. Self-sufficiency, geographic isolation, survivor with livestock. Endangered traditional and nomadic life style.
CARAVAN MAN IDENT
Gobi desert, one of the extreme and hostile land in the world. 170 km of fine sand dunes in middle of no where. Just in north of China. Unusual snowed dunes. Heavy duty and resistant long hair camels : resistant of 3 months without water and 6 months without food. New ecotourism area, new business opportunity for caravan man.
At Suhbaatar at the border of Russia, in the north of Mongolia the road has long. A proud truckers driving night and day in straight line, transporting minerals, cereals, grains, livestock. A new economy asset. New Volvo trucks look like a caterpillar in the majestic land. Dust, electric lines, sunshine, mountains remind-me an American landscape, but our smiley character precise clearly where we are. We are somewhere in Kerouac road trip in North of Mongolia.
GER FOOTBALL IDENT
In the Ger district every summer kids want to have fun. Like everywhere in the world, in Mongolia football is the common sens. Everyone wants a place, a friend, a competitive spirit, a motivation to survive in the middle of anarchic life of this modest suburbs. We see a spontaneous rehearsal of a really junior football team playing in the league. Street soccer or ger soccer as far away more swagger.
EAGLE HUNTER IDENT
The Kazakh people living in Mongolia have theirs own tradition, one of them is the eagle hunter. They’s catch the noble bird in the nest at early age, they’s feed and trained many years. When is ready they’s launch the predator starved in the prairies. The eagle gone come back with a small prey, coyote, wolf, marmot. The eagle hunter dressing in a traditional suit, they just need to find the right spot, a nice premonitory and make magic happen. We are in Terelj National Park, where landscape are breathtaking, evoking the fabulous Altaï Mountains at the border of Kazakhstan and Mongolia.
Amarbayasgalant monastery, the Monastery of Tranquil Felicity, as located near the Selenge River in the Iven Valley, three hour drive of any civilization. This temple is a jewel of Mongolian Buddhism, the architectural design belongs to G. Zanabazar and the monastery itself was built to honor the memory of him. In June a festival of pray takes place. Monks and lamas from different countries around converge here: Tibetans, Indus, Japanese, Koreans. The atmosphere is intense and unique means their prayers and atonal song kilometer away. Vibrations are everywhere, our soul is here full of positive energy. A nice “hipster” monk with open mind and clear mind play the game for us. After years of repression and destruction by the Soviets, Buddhism is experiencing a resurgence in this country seeking the meaning of life. Respect!
Mongolia as the summon of nomadic life. Guess what, what a Mongolian family doing in the summer for vacations, many of them like to do camping. With over 30 Celsius degree in the day, they make a big picnic in middle of the land, swimming in a fresh river, sleeping under the stars or in the tent. In the green steppe freedom is everywhere. You find a nice place and you stop for few days of happiness. Mongolian kids like it. At 700 km of the sea a little sandy beach close to a pure water river as a promised land.
Check out www.ArtofChannelBranding.com for more.
Client: Nomin Chinbat, MongolTV Senior VP, Group Company Gatsuurt
Executive Producer: Michel Rodrigue, The Format People, LA
Producer and brand strategies: Marc S. Grenier, Baroque
Creative direction : Christian Langlois, mémoire liquide
Art direction and SFX : Charles Bertrand, Fly Studio
Film Director: Christian Langlois, Les Enfants
Director of Photography: Francois Dutil
Assistant camera: Chloe Giroux Lachance
Editorial: Miguel Raymond Color grading: Charles Bertrand, Fly Studio
Motion design, animation and post production: Alexander Lapointe, Mathieu Lalumiere, Jean Marc Laurin, Fly Studio Music: Mathieu Lafontaine