Championing the Art of Creation
In AI dominated times, it sometimes seems the goal is to make creative work ever faster and cheaper, so it’s refreshing to see a brand championing the long, painstaking process of creation.
A Behind-the-Scenes Epic
The latest ad from British streaming service Britbox turns the art of the behind-the-scenes film into an epic live-action human animation. The ad is a single take recorded over an incredible 14 hours and 45 minutes (sped up to 1 minute 30 to respect social media attention spans).
A Powerful Combination of Techniques
With a powerful combination of timelapse and forced perspective techniques, it follows one actor through four genres and 11 sets, highlighting the magic of the screen.
The Evolution of Filmmaking
The ad also tells another story: the evolution of filmmaking itself. The production techniques used appear in chronological order, going from the earliest matte painting backdrops to the most modern LED screen CGI live in-camera.
A Behind-the-Scenes of the Behind-the-Scenes
There’s even a behind-the-scenes of the behind-the-scenes, or a timelapse of the timelapse. The video below, posted on Instagram, shows how the 50-strong crew of makeup, costume, set design and prop design artists worked to make the ad happen.
Challenges of Filming
Filming in a single take resulted in particular challenges. The team wore out three camera shutters due to the length of the shoot, and fans and ice packs were needed to stop equipment from overheating.
The Result
When Kristina stands up, she had to drag the movement out for 45 seconds so that it could be appreciated at 1 frame per second. The result is a mesmerising and inspiring love letter to television that feels like a magic trick – or four magic tricks – rolled into one.
Conclusion
For more television behind-the-scenes magic, see the making of the Severance title sequence. And if you’re wondering what to watch next, don’t miss Netflix’s upcoming comic adaptation – our explainer what is the Eternaut?
FAQs
Q: How long did it take to film the ad?
A: The ad was filmed over 14 hours and 45 minutes.
Q: How many sets were used in the ad?
A: There were 11 sets in the ad.
Q: How many people were involved in the production?
A: There were 50 people involved in the production, including makeup, costume, set design and prop design artists.
Q: What was the most challenging part of filming?
A: The most challenging part of filming was the single take, which resulted in the team wearing out three camera shutters and needing fans and ice packs to stop equipment from overheating.
