ITV: It’s All About by ITV Creative

Black culture is brought brightly into focus from Thursday (1 October) on ITV as viewers will see brand new on air trails along with channel idents marking and celebrating Black History Month.

The creative work will complement newly commissioned programmes and content showing across ITV channels and platforms throughout October.

The campaign by ITV Creative (ITVs in-house creative team), which conceived and produced the layered animation, draws on the rich contribution to British life of black figures and culture across a wide range of areas from literature, history and science to music, food and fashion to deliver a visually vibrant, upbeat and thought-provoking palette.

The concept 'It’s All About' sees icons from Maggie Adern Pocock, Amma Asante, Floella Benjamin and Dame Linda Dobbi to Arthur Wharton, Alison Hammond, Craig Charles, Fuse ODG and David Olusoga appear in vision amid a kaleidoscope of cultural imagery and textures as narrators Ashley Banjo, Noel Clarke, Maya Jama and Angela Griffin tell us “It’s all about” everything from “the music… the style...the literature... the arts... the discovery… people coming together” to “… It’s all about the past....the future...it’s all about the culture.”