BBC

Information / Credits

http://www.bbc.co.uk/2012 This is the launch trail for the BBC's Olympic Torch Relay campaign. Using animation, the creative idea is based on the design of the torch itself and the 8000 holes in the design that represent the 8000 torch bearers. The trail opens on the DNA of the Olympic Flame and then pulls out to reveal the beautiful golden Olympic Torch, created in graphical dots. These dots begin to make up forms and characters. We see animated runners holding the torch and people coming together in celebration. As it reaches the end of the trail it pulls out to reveal celebrations taking place across the United Kingdom. The Torch campaign will be the first time audiences will hear the specially commissioned Elbow track "First Steps" that the BBC are using for its theme tune for the Olympics. The version used on the Torch campaign is a taster for the full track which will be launched for the Games times marketing campaign and Olympic title sequences.

The Olympic Torch Relay campaign was developed at RKCR/Y&R, London, by executive creative director Damon Collins, creatives Jules Chalkley, Nick Simons, account directors David Pomfret and Charlie Smith, and at & Red Bee Media. Animation was produced at Studio AKA by producer Sarah Caddy, production manager Jane Hunt, director Kristian Andrews, animation producer Sharon Titmarsh, previs artist Anna Kubik and Sander Jones, animators Sander Jones, Boris Kossmehl and Marie Verhoeven, 3D modelling team Adam Avery, Cristobal Infante, Ali Matar, ICE particle FX team Fabrice Altman, Rob Chapman, Cristobal Infante, Olly Nash, Doug Kennedy, compositing team Daniel Garnerone, James Gaillard, artist Daniel Garnerone, and editor Nic Gill. The Olympic Torch was deisgned by Barber Osgerby. Music was composed and performed by Elbow.