Friday 18 Sep 2009 - 08:43
The Five network of channels has asked audiovisual remix artists Addictive TV to create short broadcast promos for the channel's coverage of the first ever season of the newly re-branded Europa League football championship, previously known as the UEFA Cup.
Audio/visually sampling and remixing recent UEFA competition matches, the guys have just finished cutting beats and tunes from football kicks, cheering crowds and referee's whistles for the new sample-based promos.
"We were asked to make two versions of the football stings by Five", explains Addictive TV's creative head Graham Daniels. "One was a 17 second 'content burst', and the second was for a longer version which could also run on TV or be used online. Having seen our previous work with both films and sports, they wanted to try out a slightly more adventurous approach to their promos and make them completely audiovisual in nature.
"Although we've done 30 second TV ads before, we're more often commissioned for much longer web virals, so working to such an ultra short format as 17 seconds at first put us rather outside our normal comfort zone. But it was a good challenge to be so precise compositionally, and we're really happy with the way sampled shots and sounds from normal match coverage could be made to work so cohesively and musically."
The new idents will be on air and online from September 17th.
Digital Arts Staff
For more information see the Addictive TV Web site.
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