Concept and creative process
‘Edge' was a surreal concept, a DIY nightmare in which a giant '2' shaped wood plane runs riot in an empty room, ripping up the wooden floorboards, instead of making them smooth. It is certainly a memorable image which serves its function well in reinforcing the brand and providing a strong channel identity, with potential for flexible promotional positioning. It set the tone, atmosphere and environment for the other idents in the BBC2 1993 Spring promotional campaign ‘Eerie Cold’ and ‘Eerie Warm’. The ident was created using meticulous stop motion animation in a small set made by Asylum.
Animator - Fred Reed.
Lighting Cameraman - Karl Watkins.
Editor - Rob Harvey.
Designer/Director - Jason Harrington.
Winner of a Design & Art Direction Black Pencil for Television Graphics/Brand Identity 1994.