BT Vision + 'Sponsorship Idents'

Framestore has just completed extensive VFX work across 23 BT Vision sponsorship idents for Channel 4 drama. Created by AMV BBDO and HSI London’s Max Vitali, the idents are a literal interpretation of the strapline “gripping TV on the BT Vision+ box”. So we see a range of mini-dramas played out in the conventionally filmed and edited way, but the end of each ident reveals that the drama is in fact taking place, in miniature form, on top of a BT Vision+ box.

The set for each ident was designed to match BT’s box dimensions and built on a studio floor with all the action being filmed against a black background. Post lighting effects were combined with on-set studio lighting to enhance space and depth, and give a sense of grounding to the limbo set. Final 2D touches included restoring shadows and reflecting the live-action set in the box’s surface. Dave Ludlam rounded off the films’ stylish look with a delicate grade.