Show Bumpers on E4
Giff Gaff’s sponsorship of entertainment on E4 required a cityscape to be built around their synonymous “Glitch” graphics. Various sized blocks were statically arranged over the glitch to provide pathways for the camera to move through and spaces for the interactive graphics to sit. Each sponsorship trail is personalised as it allows viewers the chance to tweet messages live before the shows.
There are 6 different films which each contain various props and visual references specific to the E4 show they sponsor. The considered layout of the cityscape means that the moves between the interactive graphics can also be different to create a truly unique ident.
HOW WE DID IT
The first question was “How do we film this?”. DBLG provided some footage of what they were hoping to achieve, created using a humble iPhone scanning over a table-top of various props… it actually looked great! The example footage was really helpful as it demonstrated that the table-top city needed to be much larger to provide more distinct spaces for the interactive graphics to locate. Building a bigger set was not an issue, however, filming it would require a crane or motion control to cover the 3m x 3m area but this would be at the expense of the hand-held style that we all liked. The only logical solution was to flip the set vertically and attach our props securely to the wall to 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 increase the parallax effect.