BBC PROMS 2017 REBRAND
This year, BBC Creative partnered with us to bring the new Proms campaign to life.
Working closely with the BBC Proms team they decided to try a fresh new route, moving away from the visual style of earlier years.
The core idea was to illustrate the transformational effect music can have in our lives.
PROMS BOOK COVER
The development started with the book cover. More specifically solving the transition of clouds turning into birds.
BBC Creative looked at a variety of styles both 2D and 3D.
Our minimalistic 3D execution had a great reception and earned us the commission for the book cover illustration.
PROMS KEY ARTWORK
It was important to keep the illustration simple, graphic easy to read while keeping the handcrafted feel of a miniature theatrical stage model.
The sound waves took the shape of a light beam through the dome. Everything it touches comes to life.
PROMS AT & IN THE PARK
Besides the key art for the book cover, we created a couple of versions for Proms At and Proms in The Park.
Both follow the same concept but feature the rest of the eight-week music festival’s key venues.
BBC PROMS ANIMATION
Once the key concept was established we moved on to the animated promo and title sequences. We carried the transformation idea inside the Royal Albert Hall where most of the promo and the Title sequence takes place.
We see iconic parts of the hall like the ceiling sound reflectors come to life turning into floating jellyfish. Chairs jump in a Mexican wave celebrating the music as it touches them. Music sheets fly freely as paper airplanes along with lightbulbs turned into fireflies.
It shows how the audience’s imagination is let loose with a sense of wonder and excitement through the Proms experience.
Using the art direction from the book cover we kept the handcrafted miniature feel for inside of the Royal Albert Hall. The whole interior is made out of wood, fabric and strings, inspired by the inside workings of such musical instruments like a piano and chello. In the middle is a light source shooting beams around the room like a conductor, representing the power of music as the main driving force.
TV ADVERT / TRAILER
Here are some early developments for all transformations.
Client: BBC Proms
Executive Creative Director: Laurent Simon (BBC Creative)
Head of Design: Jane Wyatt (BBC Creative)
Creative Directors: Laurence Honderick (BBC Creative), Peter Dobes (Ink & Giants) & Dianne Dela Torre (Ink & Giants)
Senior Producer: Louise Braham (BBC Creative)
Producer (Ink and Giants): Jumoke Ogunkoya
Project Manager (Ink & Giants): Peter Dobes
Lead 3D Designer (Ink & Giants): Peter Tomaszewicz
3D Modelling & Animation (Ink & Giants): Charlotte Quillet, Jamie Hoy, Peter Tomaszewicz
Texture (Ink & Giants): Peter Tomaszewicz, Jamie Hoy, Charlotte Quillet
Lighting (Ink & Giants): Peter Tomaszewicz
3D Design & Illustration for Print (Ink & Giants): Dianne Dela Torre & Peter Dobes
Compositing & Grading: Dianne Dela Torre (Ink & Giants) & Laurence Honderick (BBC Creative)
2D Illustration: Janina Petrylaite (BBC Creative)
Storyboard Artist: Peter Dobes (Ink & Giants) & Laurence Honderick (BBC Creative)
Music Composer: Anna Clyne
Music Recording: BBC Philharmonic