Concept and creative process
The brief was to design something modern and contemporary to attract a new and young audience without alienating the older audience who traditionally watch the show. The concept was to use real X-rays of flowers as a way of looking at the flowers in a new and different way. Designer Piers Helm managed to find a hospital that was willing to let him X-Ray a selection of flowers in the mammogram department. The resulting black and white X-rays were then coloured and interspersed with flowers created in 3D and rendered with an X-ray look. The people in the background were walk-on actors filmed in a white studio. A brief CGI animation tied the bouquet together with the title logo for the show.