BBC Radio 1 has kicked off 2012 with a bang by launching a TV campaign shouting about their commitment to new music with the strapline, ‘New Music: It’s Our Thing’.
Created by Karmarama and produced by Red Bee Media, we worked alongside directors Alex and Liane to create the two spots featuring DJ's Fearne Cotton and Zane Lowe - and a giant music-creating monster.
Our team were asked to turn around 45 shots in just 8 days, complete with cleanup, set extension and the addition of green screen people in the background. 3D artist Luke Tickner generated 3D speakers, horns, a full CG external rooftop and LED particle animations which were all added at the final stage. A CG matting system with also developed which was then used in Flame to generate the sound warp effects. Live action steam, smoke, lighting elements and camera shake were also used to enhance the perception of the 'Thing's' massive size.
Adam Watson was our shoot supervisor and lead 2D artist on the spot and said: "It has been great to work with Alex and Liane again. The whirlwind of creativeness they bring to the process is amazing and it's always a pleasure to be involved. It was a fun shoot and a great team meant it was a lovely way to finish up the year."
Iain Sawbridge, Sarah O'Connell (BBC
Radio 1 Marketing)