The hive gets off to a flying start with BBC Two

The hive, part of the VTR Group, has created animated elements for a new BBC Two campaign.
The animations will be used on the channel’s newly refreshed website where viewers can watch their favourite programmes on demand. In addition they’ll be used within a 30’’ sequence which will form the basis of a promo package, credit squeeze and standalone BBC Two broadband ident.
A BBC team, led by senior designer Julie Dodd, developed the animation concept from designer Tim Bleasdale’s original idea. The aim was to use a simple white BBC TWO logo as a new characterisation for the brand. This was achieved by splitting it in two to become an aerodynamic bird moving in various ways.
They turned to the hive where Head of 3D, Martin Allan, spent around three weeks creating the icon in Maya. Allan had an open brief from the client which allowed him to have his own creative input as to how the bird would look and move. He spent some time by the coast watching seagulls to get a grasp of the way in which they hopped, pecked, flew and glided.
Translating the animations to a web environment threw up a number of challenges. “It was great to get stuck into this project as it was a new way of working,” explained Allan. “Usually I’d have control over the camera, which I would use as a tool to direct the piece, but was unable to do so due to the size constrictions of the page. I also had to be very aware of colour and detail due to the restrictions of the file size.”
BBC TWO commissioned Red Bee Media to create the promo package, credit squeeze and ident for the broadband site. Design Director Richard Acton was looking for a high level of detail both in the character animation and the overall look and feel of the scene. He wanted the flying logo to glide through residential streets on a crisp winter day, stopping to perch every now and then.
In order to create a realistic setting Martin photographed three houses in his own street. By mapping these onto a 3D environment, giving the same houses different traits (such a distinctly coloured curtains and doors) and replicating them to create a number of streets, he created an impressive set. This particular project took an additional three weeks to complete.
(GB)