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4creative logo

commercial production company

4creative

4creative is Channel 4's multi-award winning in-house creative agency and production company, which writes and produces risky, innovative, and culturally potent work across all Channel 4 brands and services. FrameThrower's visual library has 16 4creative commercials (2009–2024), cut shot by shot, 7 of them award-winning, for clients including Channel 4, Syfy, Crabbie's Grand National and Grand National, directed by Alex Boutell, Tom Tagholm and Keith McCarthy among others.

Visit 4creative.co.uk
16
Commercials in our library
7
Award-winning
2009–2024
Active

01 · Featured

4creative's most awarded commercial

Channel 4 “Meet the Superhumans” (2012), still© Channel 4Channel 4 “Meet the Superhumans” (2012), frame 2© Channel 4Channel 4 “Meet the Superhumans” (2012), frame 3© Channel 4Channel 4 “Meet the Superhumans” (2012), frame 4© Channel 4Channel 4 “Meet the Superhumans” (2012), frame 5© Channel 4Channel 4 “Meet the Superhumans” (2012), frame 6© Channel 4

Cannes Lions Grand Prix 2013

Channel 4 “Meet the Superhumans” 2012

This ad for the Paralympic Games features disabled athletes training and competing, highlighting their strength and determination, culminating in the tagline "Meet the Superhumans."

Directed by Tom Tagholm · 4creative · 4creative

Also watch

Video: SYFY UK on YouTube

Syfy “House of Imagination” 2009 →British Arrows Gold 2009

02 · Directors

Notable directors at 4creative

Who made the work, and how much of it won awards. From the credits on every spot.

03 · Clients

4creative's clients

Every brand in the library, by award-winning work.

  • Channel 42012–2023

    8 commercials · 4 award-winning

  • Syfy2009

    1 commercials · 1 award-winning

  • Crabbie's Grand National2015

    1 commercials · 1 award-winning

  • Grand National2014

    1 commercials · 1 award-winning

  • 4CREATIVE2015–2022

    2 commercials

  • The Great British Bake Off2018

    1 commercials

  • Great British Bakeoff2022

    1 commercials

  • Virgin Atlantic2024

    1 commercials

04 · Works with

Who 4creative works with

From the credits: the companies behind the spots, by number of spots.

Agencies 4creative works for

05 · Awards

4creative's awards

Award-winning commercials in the library, by their best award, and the company honours we could source.

  • 3

    British Arrows

    .

  • 2

    D&AD

    .

  • 1

    Cannes Lions

    1 top prize

  • 1

    Creative Circle

    .

Top award-winning spots

06 · Work

Commercials by 4creative

Our visual library has 16 4creative commercials, cut shot by shot. Here: the latest, then the most awarded.

Per year · gold = award-winning

2015
2020

Latest

Virgin Atlantic “Inclusive Travel” (2024)© Virgin AtlanticVirgin Atlantic “Inclusive Travel” 2024
Channel 4 “Channel 4 - Underdog” (2023)© Channel 4Channel 4 “Channel 4 - Underdog” 2023
Great British Bakeoff “Beautiful” (2022)© Great British BakeoffGreat British Bakeoff “Beautiful” 2022
4CREATIVE “TRUTH AND DARE” (2022)© 4CREATIVE4CREATIVE “TRUTH AND DARE” 2022

Most awarded

  • Channel 4 "Meet the Superhumans" (2012) commercial still© Channel 4Channel 4 “Meet the Superhumans” 2012Dir. Tom Tagholm · 4creativeCannes Lions Grand Prix 2013
  • Channel 4 "Paralympics" (2013) commercial still© Channel 4Channel 4 “Paralympics” 2013Dir. Tom Tagholm · 4creativeBritish Arrows Gold 2013
  • Syfy "House of Imagination" (2009) commercial still© SyfySyfy “House of Imagination” 2009Dir. Kate LeonardBritish Arrows Gold 2009
  • Crabbie's Grand National "Crabbie's Grand National" (2015) commercial still© Crabbie's Grand NationalCrabbie's Grand National “Crabbie's Grand National” 2015Dir. Keith McCarthyD&AD Graphite Pencil 2015
  • Channel 4 "Women’s Euros 2017" (2018) commercial still© Channel 4Channel 4 “Women’s Euros 2017” 2018Dir. Alex BoutellBritish Arrows Silver 2018
  • Channel 4 "Complaints Welcome" (2020) commercial still© Channel 4Channel 4 “Complaints Welcome” 2020Dir. Alex Boutell · 4creativeCreative Circle Gold 2020
  • Grand National "Grand National" (2014) commercial still© Grand NationalGrand National “Grand National” 2014Dir. Keith McCarthyD&AD Wood Pencil 2014
  • Virgin Atlantic "Inclusive Travel" (2024) commercial still© Virgin AtlanticVirgin Atlantic “Inclusive Travel” 2024Tin Man
  • Channel 4 "Channel 4 - Underdog" (2023) commercial still© Channel 4Channel 4 “Channel 4 - Underdog” 2023Dir. Neil Gorrine · 4creative
  • Great British Bakeoff "Beautiful" (2022) commercial still© Great British BakeoffGreat British Bakeoff “Beautiful” 2022Dir. Alex Boutell · 4creative
  • 4CREATIVE "TRUTH AND DARE" (2022) commercial still© 4CREATIVE4CREATIVE “TRUTH AND DARE” 2022Dir. Brian Harrington · 4creative
  • Channel 4 "Drag SOS - God Save All Queens" (2019) commercial still© Channel 4Channel 4 “Drag SOS - God Save All Queens” 2019Dir. Barry Dyer · 4creative
  • The Great British Bake Off "The Great British Bake Off 2018" (2018) commercial still© The Great British Bake OffThe Great British Bake Off “The Great British Bake Off 2018” 2018Dir. Alex Boutell
  • Channel 4 "The Great British Bake Off: Beautiful" (2018) commercial still© Channel 4Channel 4 “The Great British Bake Off: Beautiful” 2018Dir. Alex Boutell · 4creative
  • Channel 4 "Hunted" (2015) commercial still© Channel 4Channel 4 “Hunted” 2015Dir. Alex Boutell · 4creative
  • 4Creative "Grand National Good Luck Ident" (2015) commercial still© 4Creative4Creative “Grand National Good Luck Ident” 2015Dir. Brian Harrington · 4creative

07 · For producers

What producers use 4creative's page for

  1. 01Who directs for 4creative

    Rosters change and websites go stale. You need who actually shot their spots.

    Every director behind 4creative's 16 commercials, with the agencies and awards.

    Channel 4 “Meet the Superhumans”© Channel 4Channel 4 “Paralympics”© Channel 4Syfy “House of Imagination”© SyfyCrabbie's Grand National “Crabbie's Grand National”© Crabbie's Grand National
    Alex Boutell · Tom Tagholm · Brian Harrington

  2. 02Benchmark a production company

    Comparing companies means hunting through reels, trade press and award sites.

    4creative's work by year, brand and award in one place, and the companies with a similar body of work.

    Stink© UbisoftBiscuit Filmworks© AnthropicMJZ© Old SpiceITV© ITV
    Similar: Stink, Biscuit Filmworks, MJZ

08 · News

4creative in the news

The latest stories we could source.

  • 2026-054Creative unveils its new visual identity.channel4.com
  • 2024-10Channel 4 appointed David Wigglesworth as Executive Creative Director & Creative Partner of 4creative.channel4.com

09 · Questions

About 4creative

What commercials has 4creative made?+

16 in the library, 2009–2024, including Channel 4 “Meet the Superhumans”, Channel 4 “Paralympics”, Syfy “House of Imagination” and Crabbie's Grand National “Crabbie's Grand National”.

Which agencies has 4creative worked with?+

4creative (10) and Tin Man (1).

Which directors are behind 4creative's commercials?+

Alex Boutell (6), Tom Tagholm (2), Brian Harrington (2), Keith McCarthy (2), Neil Gorrine (1) and Barry Dyer (1).

What awards has 4creative's work won?+

7 award-winning spots, including Cannes Lions Grand Prix 2013 for Channel 4 “Meet the Superhumans”, British Arrows Gold 2013 for Channel 4 “Paralympics” and British Arrows Gold 2009 for Syfy “House of Imagination”.

Who are 4creative's clients?+

In the library: Channel 4 (8 commercials, 2012–2023), Syfy (1 commercials, 2009–2009), Crabbie's Grand National (1 commercials, 2015–2015), Grand National (1 commercials, 2014–2014), 4CREATIVE (2 commercials, 2015–2022) and The Great British Bake Off (1 commercials, 2018–2018).

How many people work at 4creative?+

60 (2026).

10 · Discover

Other production companies with similar work

Not connected to 4creative: matched by the ideas, tone and categories of their commercials.