ITV2 - On Air Rebrand

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Badly behaved branding

ITV2 is the naughty sibling of the ITV family, so we created a badly behaved channel brand system that disregards the norms of scheduling.

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Algorithmically created

Rather than delivering a pre-packaged set of idents, we worked with ITV Creative to develop an automated modular play-out system that assembles idents on the fly. Like a digital tombola, the system randomly sequences snippets from bespoke ITV2 branded ’scenes’. This results in over 300,000 ident iterations, or to put it another way, you would have to stay tuned-in for 36 years to enjoy every possible combination.

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Development

From Michael Marczewski: I created countless animation tests and physics simulations for our ITV2 rebrand so I put this development reel together to show how weird things could have got.

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Credits

Concept / Design / Direction: ManvsMachine

VFX / Animation / Compositing: ManvsMachine & Neon
DoP: Pau Castejon Ubeda
Audio: David kamp @ Studio Kamp
Editor: Nick Armstrong @ Envy Post
Colourist: Aubrey Woodiwiss @ Electric Theatre Collective

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