PTS XS | Channel Ident Video
Service:
Context
PTS XS is a platform designed for children, teens, and adults to grow together, fostering exploration and dialogue through equality, sincerity, and diversity. To strengthen the channel’s identity and enrich its storytelling, this project embodies the idea: "A big world begins with small steps."
Strategy
JL DESIGN led the creative direction, breaking away from traditional channel promos. To reflect the diverse age groups of PTS XS's audience, 12 short ID videos were crafted, ensuring each stage of childhood had a distinct narrative space. Director LEEBO introduced the theme of "Birthday Wishes," capturing perspectives from ages 4 to 18. The approach emphasizes realism, imagination, and emotional connection—bringing children’s daily lives to the forefront while resonating with parents and inviting them to see through their children's eyes.
Solution
With a documentary-style approach, the director captured raw, unfiltered moments from real children, adding depth and emotional weight to the storytelling. The 12 short videos highlight PTS XS's signature perspective—amplifying children's authentic expressions and thoughts with sincerity and creativity. These films reinforce the channel’s mission to "grow with children" while inviting audiences of all ages to engage in heartfelt dialogue and embrace the power of even the smallest wishes in a vast world.
Ident
My Wish Series – Age 4: Little Digger
In a sunlit sandbox, 4-year-old Huanyu wears a yellow safety helmet, fully immersed in digging. Surrounding him are colorful toy excavators and trucks. As sunlight and shadows intertwine, his small world expands infinitely.
My Wish Series – Age 5: Little Photographer
5-year-old Xuyun carries a small backpack and crouches in the middle of the street, lifting a tiny camera to explore the world through her lens. Everything around her becomes part of her creation. With every click, she captures beauty and plants the dream of becoming a photographer in her heart.
My Wish Series – Age 6: Little Ukulele Player
Standing confidently on a red bucket, 6-year-old Youshi carries his ukulele like it’s his personal stage. He sings softly to a tiny crab, his bright voice riding the wind. Each note opens the door to his dreams, leading him into his own world.
My Wish Series – Age 7: Little Racer
Under his helmet, 7-year-old Weixu wears a smile filled with passion. His hands firmly grip the remote control as he maneuvers every turn with confidence. His small RC car is just the beginning—one day, he’ll take the wheel of his own racing dream.
My Wish Series – Age 8: Little Pet Groomer
With a bubbly brush in hand, 8-year-old Yinuo scrubs a playful dog, splashing water everywhere as the pup wiggles in excitement. In this simple moment of care, he paves a path of warmth toward his future dreams.
My Wish Series – Age 11: Little Dancing King
11-year-old Jiahui puts on an Electric-Techno Prince headpiece. As the music plays, his every move reflects dedication and pure passion. His dream of becoming a world-class dancer starts right here, in a small town square, step by step.
My Wish Series – Age 12: Little Surfer
Sitting by the shore, 12-year-old Nian’an proudly showcases his handmade jewelry, expressing his wish to earn money and surf the world. With a fearless smile, he paddles onto his board. As the waves draw closer, they carry him—and his dream—into the vast ocean.
My Wish Series – Age 12: Little Rapper
12-year-old Babao raps his dream to the rhythm of hip-hop on a bustling street corner. His confident performance turns heads, from familiar faces in his neighborhood to the wider world beyond. Step by step, his words bring him closer to his dream.
My Wish Series – Age 13: Little Michelin Chef
In the kitchen, 13-year-old Yunxiang moves between pots and pans, studying recipes with intensity. From a single imperfect dish, he refines his craft, spoon by spoon, mapping out a culinary journey that reaches beyond borders.
My Wish Series – Age 14: Little Baseball Star
To grow stronger, they fuel their dreams with every bite. Under the blazing sun, young players swing their bats with determination, sending each ball soaring toward their future in the big leagues.
My Wish Series – Age 17: Little Drag Queen
Mikayla puts on a wig and begins her transformation. Whether in dazzling costumes or barefaced authenticity, she embraces every version of herself. From a small stage to the world beyond, she explores her identity with every performance.
My Wish Series – Age 18: Little Driver
Shengwei grips the handlebars tightly, encouraging himself to take this step forward. This isn’t just a driving test—it’s the beginning of his journey into a bigger world.
Credit
Disney Junior Ident
HBO ASIA 2013 Channel Ident
