Feed Me Light

UKTV Gold "Easter egg hunt"

Usually someone at FML has the joy of reliving the project from start to end to provide an overview of our process.

We asked Pete Allison at UKTV for a quote to include, and lucky for us, he came back with an overview of the entire process from UKTV’s point of view. GOLD!
(Gold in that we did indeed get lucky with his response. And that it is for the GOLD channel)

So we decided to go with the unedited version from Pete, as there is nothing better than to hear it all-direct from the client’s point of view.

PROJECT BRIEF

We worked with Feed Me Light for this year’s Easter campaign for GOLD. Our objective was to attract viewers across the Easter holiday period through a unique and engaging creative execution. Our idea was to invite our viewers on an ‘Easter egg hunt’ to seek out and collect all of the comedy classics GOLD has to offer.

Feed Me Light understood our ambitions and creative vision right from the start and we collaboratively worked together to create a piece that we are all proud of. They helped to create a set of beautiful illustrated 3D Easter Eggs and an expertly rendered cardboard world that included recognisable sets from the show.

We worked with Feed Me Light to transform a collection of eggs into classic comedy characters eggs that included the Vicar of Dibley, Del Boy & Rodney, Gavin & Stacey and The Royle Family. The Easter eggs will be collected as the promo progresses until the basket is bursting with the comedy talent we all know and love.

 PRODUCTION PROCESS

 The process started with a rough cut of shots from the Easter programme line up, to form the basis of our promo and understand the content that was needed for animation.    

The next step was to create the look and feel of the Character eggs in order to create the correct likeness of each distinctive character.
We then moved onto storyboarding to understand how the animation will work with the rough cut edit and script.
Once the storyboards were approved we moved onto the 3D build of the environments and cardboard set designs.
Next came the animatic which really started to bring the whole thing to life. Once we were all happy with the final animatic we then moved into the rendering stage and final delivery.

 Feed Me Light also helped us to create a set of disruptive IPPs that pop up during programmes across the Easter weekend - and once they have been spotted, the viewer is able to enter a competition with the chance of winning a GOLD Easter hamper.

The egg characters will also feature across social media to maximise our campaign reach and get our viewers engaged online.

We hope that this campaign will help to drive liner viewership on GOLD across the Easter weekend and engage our viewers across social media and through our Easter Egg hunt competition.”

Thanks Pete. Same again next time we finish a project? Egg-cellent. Looking forward to it indeed. 




Client: UKTV GOLD
Head of design UKTV: Peter Allinson
Creative manager UKTV: Tom Williams
Producer UKTV: Latoya Collingwoode-William

Creative Animation Studio: Feed Me Light
Producer: Kiri Haggart

Lead Director: Denis Bodart
Co-Director: Anthony Bristol

Lead / Production Supervisor : Olivier Pirard
Environments Concepts: Benjamin Flouw
Character Concepts: Emmanuelle Leleu
Animation: Benjamin Tron
3D Generalists: Olivier Pirard, Mark Mullan, Denis Bodart
Compositing: Denis Bouyer, Olivier Pirard
Lighting Rendering: Olivier Pirard
Hand Model: Brooke Colman