Creating the ident audio for The National Geographic HD channel was a real collaborative venture as we where involved throughout the entire pre-production process. The challenge was to create an identity for the channel that took advantage of the intrinsic benefits of HD - great pictures and great sound. Our objective was to present the world in a way that has never been seen or heard before with a contrast of the hyper real and reality. This and was achieved visually through shooting at 2000 fps and creating what we've coined the 'selective audio microscope' - hearing everyday sounds in an selective expressionistic way.