DisneyXD Netherlands is running a series of channel idents to promote the Dutch channel’s summer theme of ‘Chain Reactions’. Film director Erwin van den IJssel decided to build story-based chain reactions crafted entirely out of objects kids could find at home. The joy he wanted to capture was that of being able to build things that your parents would raise their eyebrows at (hence the flying squeezy-bottle heron and exploding sports-field). The heros of the idents are the kids themselves – cut out of snapshot photos and placed on cardboard figures. Disney XD also specified that the idents must have a Dutch ‘feel’ so objects were carefully made from subtely recognisable materials and products, such as the various food tins and bottles, chip boxes for football goals and traditional Dutch biscuits.
The Chain Reaction ident campaign was commissioned at The Walt Disney Company Benelux by on-air manager Nancy Theunissen and promo producer Elmar Scharff.
The Chain Reactions project was developed at PostPanic, Amsterdam, by director Erwin van den IJssel, director of photography Hessel Waalewijn, executive producers Ania Markham, Jules Tervoort, producer Liene Berina, senior producer Annejes van Liempd, editor Ine van den Elsen, motion graphic artists Doma Harkai and Donat Ertsey and production assistant Alba Sueiro, art director Roger Denton and designer Nicole Nieuwenhuis at Jelier&Schaaf.
Music and sound design was by Jochen Mader at Audionerve.