Heavenly has rebranded BBC Entertainment, one of channels run by BBC Worldwide, the commercial arm of the BBC. The channel showcases drama, comedy, light entertainment and sci-fi programmes from the BBC and independents across India, Asia, Europe, the Middle East, Africa and Latin America.
As a concept. Heavenly says it drew on BBC Entertainment’s 'channel proposition' -- Serious about Entertainment -- which aims to show BBC Entertainment’s dedication to presenting content of the highest quality, for the broadest range of tastes.
Heavenly developed a visual identity based around dance. It created five idents around the concept, featuring a combination of beautiful and sophisticated visuals, an expressive human element and digital animation techniques.
Each ident opens with a set of glistening crystal shards in BBC Entertainment’s distinctive colour palette of vivid red, blue and purple. As the mood builds through atmospheric music, the shards begin to dance -- coalescing into a distinct yet abstract form that moves to the music. As the soundtrack fades and the dancing shards dissipate, the BBC Entertainment logo appears centre screen.
To achieve this eye-catching effect, Heavenly filmed real dancers across a number of disciplines -- from street dance and capoeira to gymnastics and modern ballet -- using motion capture technology to capture their movements. Heavenly then directly applied the data to animate the abstract crystal shards, creating a genuinely distinctive and eye-catching hybrid of human expression and high-quality CGI.
"The visual identity we’ve created comprises a beautiful mix of the complicated and the simple," says Heavenly’s Founder and CEO, Richard Sunderland. "By capturing the expression of real dancers through motion capture, we have created something that is entertaining in its own right and really does position the brand as a leader in its field. It’s an honour to apply our channel branding credentials to as renowned and respected a broadcaster as BBC Worldwide – particularly for one of its flagship international channels."
The five idents – plus related bumpers and stings – were created using this technique, each with its own distinctive mood, music and movement. The set encompasses a range of tempos and is designed to reflect BBC Entertainment’s diverse programming portfolio and highlight how the individual elements complement each other within the unified whole.