Stardust has teamed up with illustrator and skateboard deck designer Nathan Reifke for the latest ident for US-based 'action sports' channel Fuel TV.

The spot is part of the Signature Series of idents, which are inspired by limited edition signature skateboard decks and have been running since 2004. The 16th ident combines Reifke’s illustrations in a flowing, stylized animation that plays out through a single shot over thirty seconds.

"We really like to stay true to the vision of the artist on these projects," said Fuel TV's senior producer for on-air promotions, Todd Dever. "Stardust was able to really get what Nathan was trying to do and take it to the next level."

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Beginning with a plant sprouting from the ground, the camera pulls back to reveal a beetle, which is lifted up to the sky on the arm of a gear wheel as it rotates around its axis, along with several other beetles. The angle widens and finds another gear turning four armadillos through the sky – and one of them falls free and lands in another plane, where various sets of men – some walking, some riding bikes, and some driving -- are being spun around on their own gears.
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Other objects are shown spinning on gears, including windmills, floating ships, satellites and planets, and the angle widens more to reveal that all the wheels are interconnected within a spinning, fantastical, star-adorned ball in a field of flowers. Widening even more, the ball is shown to be one of many within the field, which itself is one of a few islands that form FUEL TV’s logo at the spot’s end.
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“Granted it is in the abstract,” Reifke explained, “but this piece tries to portray the universe as a literal giant machine and the subsequent relationships of its parts. My hope was to call to mind that we tend to be very anthropocentric without much regard for the other inhabitants of this planet. In the piece, each gear turns another. With these gears I wanted to show that we all depend on one another for the functional well-being of the whole.
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"I wanted to inundate the viewers with imagery so that it would take multiple viewings to take it all in. My goal is that people get lost in it like a daydream, and that for just a second they will feel a sense of wonder. That sense of wonder is what makes us ask questions and, ultimately, what leads us to explore this amazing place.”
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