4 September, 2015
Tasked with the responsibility of visualising ITV2 as the naughty sibling of the ITV family, ManvsMachine created a badly behaved and intriguing channel brand system that disregards the norms of scheduling.
Other than the fact that all these idents are individually stunning, the thing that really sets this project apart is the way these are cut together for the TV. Rather than delivering a pre-packaged set of idents, ManvsMachine 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.
Behind the scenes:
Things got pretty weird in the development stage by the looks of it. Michael Marczewski created a selection of animation tests and physics simulations. Kindly he’s whacked a load of these together as a development reel, shame to see the condom and vegetable route didn’t make the cut.
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