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BBC Post Production animate BBC2 ‘Big Read’ TV campaign

BBC Post Production’s 3D animation and digital effects team have created new computer generated, animated idents to complement the BBC’s ‘The Big Read’ TV promotions campaign.
The idents, on air from April 5, are the latest incarnation in an ever-expanding series of witty executions featuring the channel’s famous '2s'.
The Big Read invites viewers to vote for their favourite book. It is a national search aiming to find the top 100 and ultimately Britain’s best-loved book.
The first phase, from April 5 to 19, will encourage members of the public to nominate their book of choice by any author of any nationality via the phone and website. Following this, the top 100 and ultimately top 10 and winning book, will be revealed in the Autumn with supporting programming and activities.
BBC Broadcast worked with BBC Post Production to pitch ideas for a new ident to promote The Big Read.
Following a competitive pitch, BBC Post Production’s animator Jamie Lancaster and James Adamson Inferno artist worked with the creative team to realise the ident and bring the character to life.
The execution features a group of 2s reading in a uniform way. The ‘hero’ 2 is more flexible both in terms of physical movement and attitude and challenges the convention through approaching reading in a completely different way. This inspires the other 2s to have a more fun and innovative outlook on books.
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