Show Bumpers on E4
For giffgaff’s sponsorship of entertainment on E4 we built a cityscape based on their distinctive “Glitch” graphics.
We arranged blocks of varying size over the glitch to create ‘streets’ for the camera to move through, and spaces where interactive graphics would appear. Viewers were able to live tweet messages that appeared in these areas before each show.
There were 6 different films, each containing various props and visual references specific to the show they sponsored. The layout of the cityscape was carefully considered so the camera moves between the interactive graphics could vary. These elements all combined to create a truly unique and personalised ident each time it aired.
HOW WE DID IT
The first question was “How on Earth do we film this?”. DBLG provided some initial footage of what they were hoping to achieve. Filmed using a humble iPhone scanning over a table-top of various props, it looked great! This example footage was really helpful as it demonstrated that the city needed to be much larger than a table-top in order to provide the variety of spaces required for the interactive graphics. Filming would require a crane or motion control to cover the required 3m x 3m area. However, that would lose the hand-held style that we all liked so much from the tests. The only solution was to build the set vertically and attach our props securely to the wall. This way we could create the illusion of looking down from above.
The glitch graphics were printed onto translucent vinyl and placed onto white-faced MDF, allowing for a seamless join to give the impression of continuous print over the whole 3m area. Additional shapes of coloured translucent acrylic were suspended from above to create a parallax effect.