Passion and Red Bee Media have created a spectacular opening sequence to herald the BBC’s coverage of the London 2012 Olympic Games.
The film was devised by executive creative director Damon Collins and a team of creatives at Rainey Kelly Campbell Roalfe/Y&R, and was directed by Pete Candeland at Passion and Red Bee Media for client BBC 2012 Marketing. Music is composed and performed by Elbow. The full length spot runs for 2 mins 40 secs and various cut down versions of this film will be used throughout the BBC’s broadcast of the Olympic Games.
The animated trail is based around the concept of “StadiumUK”, bringing the nation together in a huge Olympic Stadium to enjoy the BBC’s comprehensive coverage of the London 2012 Games. The viewer is taken on an epic cinematic journey across the United Kingdom showing how every corner of the country is involved in hosting the world’s greatest sporting event. Dramatic UK locations provide an inspirational backdrop to CG character animation sequences of iconic Olympic events, such as the Men’s 100 meters and the Ladies’ gymnastics, with imagery of the Olympic stadium drawing all these elements together.
Rainey Kelly Campbell Roalfe/Y&R and Red Bee Media came to us with a fantastic brief that allowed us to be creative and encouraged us to develop something unique. I like having the chance to do something new and slightly different with animation and the team here at Passion Pictures has always been great at achieving innovative and fresh concepts
To meet the challenges presented the creative brief and the realistic style of the animation, Passion used XSI and the new XSI renderer V-Ray, plus new software Naiad for the fluids and Marvellous Designer for the cloth simulation.
Creating a new and original world for a client from a blank canvas is always the most difficult brief. But it’s also the most welcome challenge in that it’s a chance for Passion to really show what we are capable of producing. It takes a director with a unique vision like Pete Candeland to deliver a truly extraordinary film that will continue to engage and stir an audience over repeated viewings. I’m enormously proud of Pete and the Passion team for the genuine beauty and originality of the film they’ve produced. I believe it’s going to make a huge impact.
The trailer of campaign is available here.
BBC LONDON 2012 OLYMPIC GAMES
|Client:||BBC SPORT MARKETINGLouisa Fyans, Karen Potterton Nick Farquhar|
|Product:||BBC LONDON 2012 OLYMPIC GAMES|
|Executive Creative Director||Damon Collins|
|Creatives||Jules ChalkleyNick SimonsTed Heath
|Account Director||David Pomfret & Charlie Smith|
|PRODUCTION COMPANY||Passion Pictures/ Red Bee Media|
|Producer @ RBM||Sarah Caddy|
|Production Manager @ RBM||Jane Hunt|
|ANIMATION PRODUCTION COMPANY||Passion Pictures|
|EXECUTIVE PRODUCERS||Michael AdamoHugo Sands|
|PRODUCER – PROJECT DEVELOPMENT||Anna Lord|
|ART DIRECTORS||Mario UcciRick Thiele|
|HEAD OF CG||Jason Nicholas|
|CG CO-ORDINATION||Helen Lord|
|VFX SUPERVISOR||Neil Riley|
|MODELLINGCharacters||Mario UcciCesar Nunes|
|MODELLINGEnvironment||Ian BrownFlorent RousseauAnder Gutierrez
|RIGGING||Chris DawsonJorge BellotFrancois Pons|
|TEXTURES||Ellie BondEmma BerkleyNikki Newman
|PREVIZ||Xavier ZaharaMark BrownMartin Parissenti
|ANIMATION||Cath BrooksWes ComanDavid Sigrist
|VFX||Jamie FranksAugusto LombardiCiaran Moloney
|LIGHTING & RENDERING||Mario UcciRick ThieleCesar Nunes
|MATTE PAINTING & CONCEPT ART||Form LanguageMax DennisonRoger Gibbon
|COMPOSITING||Niamh LinesJohnny StillDavid Lea
|EDITING||Anne MonnehayJamie Foord|