Framestore’s design team worked directly to client on this film to showcase Clear Channel International's global portfolio. Designed and directed in-house by Sharon Lock, she beat four other design agencies to secure the job thanks to her impressive treatment and success on previous productions for Clear Channel UK's office.
The seven-minute film, which received rapturous applause during its debut at a high-profile industry conference in May, is designed to showcase the Clear Channel brand in a global way. Using the company’s strict brand guidelines, Sharon created a graphic device that formed a ‘flexible template’ for pulling disparate elements together. The graphic device was based on a generic version of a public transport map. Its clean simplicity meant the graphic could be augmented into a sphere to represent a globe, whilst simultaneously offering a framework on which to hang and unify client footage that was sourced from different formats and locations across the world.
Although no fixed script was supplied, Sharon and her producer, Selena Stokes, selected clips from CCI's existing footage that covered all of their advertising spaces and services: everything from 48-sheet posters and public transport to interactive bus shelter screens and three-dimensional sites. In addition to this, Framestore's design team was tasked with filming an interview with CCI's CEO William Eccleshare and capturing behind the scenes footage at Clear Channel's central London office. They also filmed the operations and maintenance teams based out at Hayes.
Sharon devised methods for addressing format inconsistencies by, for example, displaying low-res footage in a triptych format. She also enhanced the film’s stills by adding movement to make them more engaging whilst aiding the edit’s flow.
Framestore’s design director, Sharon Lock, said: “This is the third film that we’ve designed, directed and produced in-house for Clear Channel - it just goes to show that it’s worth investing time into direct-to-client relationships. When we began, the client was more used to dealing with poster schedules, rather than film. Likewise, we had yet to get under the skin of their brand. But six months on, we have a very strong and intuitive relationship that is very likely to lead to more projects.”