Concept and creative process
The ‘Circles’ Campaign was launched in 2006 as a replacement for the ‘Rhythm and Movement’ series of channel idents that had been in use since 2004. The change was driven by the new BBC One Channel Controller Peter Fincham and marked in a way a return to the channel’s brand heritage of the circular globe. The creative brief was to devise and film sequences of people, plants, machines and animals which ended in a circular image incorporating the new BBC One logo. It was a brief that gave free rein to the imagination and resulted in a memorable series of channel idents which were used successfully throughout the decade. It was a subconscious homage to Pauline Talbot's iconic 'card-flashing' titles for ‘Match of the Day’ in 1976 with the added benefit of 21st century digital image manipulation technology. The crowd image was constructed from several filmed live action plates. In each one, 200 people were moved into different sections of the Tottenham Hotspurs White Hart Lane Stadium. Individuals who sat within a planned circle raised their coloured banners in unison. The plates were combined in post-production at Framestore. The ident was designed for use during the 2010 FIFA World Cup TV coverage and subsequently to preface sport programmes.
Executive Creative Director - Charlie Mawer.
Creatives - James Spence and James Dezoete.
Producer - Ella Littlewood.
Director of Photography - Clive Norman.
Director - Matthew Losasso.