The new animated preview of the BBC’s Olympics title sequences. Lots of mixed reviews. Some people are saying its like the Incredibles sports day, others are saying they should have used real athletes footage but what would be different about that compared to any other standard sports title sequences? I think its ace! 🙂
From the BBC News Website:
The concept was devised by creative agency Rainey Kelly Campbell Roalfe Y&R. The animation was created by Passion Pictures and it was produced by Red Bee Media.
The agency had tried to capture national pride and excitement by depicting the UK as one huge stadium, with an “epic” anthem scored by Elbow.
During the meeting, Garvey was told he had been invited along because of Elbow’s 2008 single One Day Like This, which has been used on countless sport montages.
“So I said, ‘well, we can give you something similarly rousing. Something anthemic and bold. And we’d put lots of different parts in it for different parts of the coverage.’
“The Olympic Games is about the coming together of people to celebrate our best athletes and it was as important to have a sympathetic theme for the losers as it was for the winners.”
“It was like a great big puzzle to put together.”
The track was performed with the BBC Philharmonic Orchestra and the NovaVox gospel choir.
The full 2min 40secs version of the the trail will be broadcast at 19.30 BST on Tuesday 3 July on BBC One with 60, 40, 30 and five second edits used throughout the campaign.