The strange flip book world of Cult.

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Based on a music video for Dutch group Kraak & Smaak, the same directors have repurposed the flip-book-meets-real-world concept for this series of idents for Fox owned Italian channel Cult.

According the channel, the idents are “an intriguing game of perspectives in which the protagonist is the claim of the channel: TV or not TV?.”

For a channel which describes itself as “curious, nonconformist and irreverent”, this trippy collection of mildy confusing idents, and an equally strange slogan all somehow works perfectly.