The Premier League commissioned Camouflage to create an on-air identity for their worldwide broadcast service. We were given an open brief to brand the 24 hour channel that is supplied to its huge number of licensees outside the UK and Ireland.
The simple concept which we called ‘BIG on Football’ looks affectionately at the giant passion that fans have for their football teams, devotion that arguably outstrips many other sports. Our idea was to take that huge passion, and show the fans paying tribute in an equally huge medium. Our ongoing series of channel idents play on distinctly British characteristics and eccentricities.
We handled the entirety of concept, storyboarding, pre-production, direction and post production all within our CGI department. Shooting on Canon C300 & 5D MII cameras allowed us to keep the production moving quickly, with minimal kit and crew. Cementing this growing side of our business, we have been lucky enough to bring on board some incredibly talented DOPs and sound designers making each of the idents a joy to create.
A gardener is hard at work on a privet hedge outside his house. As the action moves from close-up to wide, we see that our gardener is actually vying to keep up with the Jones’s on a football-crazy street.
A cosy sitting room interior is the scene for a seemingly sedate knitting circle. Team rivalries start to show, and as the scene changes to an external of the house, and those out-of-control homemade football scarves have decorated and overtaken the entire street.
A pair of families enjoy a day at the beach on a warm summer day. Our pair of dads become a little competitive in their sandcastle building, which soon escalates to monumental proportions in a tribute to their rival teams.
A worker paints road markings, happily distracted with thoughts of his team. In his distracted state he goes off-piste and paints a tribute to his beloved side. A friendly rival shows up from around the corner, similarly devoted to his own team.
A snowboarder and a skier scout the mountains for the perfect spot for off-piste action. Launching themselves down the slope we begin to see that their goal is more than winter sports thrills as their carving into the powder begins to paint a mural tribute to their team in the snow.
A farmer strolls through his field about to make a startling discovery. His bewilderment at the newly acquired crop circles sends his suspicions skywards, whilst the culprits make a getaway.
Late at night a man creeps around his festively family living room with an alternative use for his decorations in mind.
A square mile high-flier looks out anxiously to the skyline beyond his windows. Grabbing a stack of post-it notes he begins to cover his office window in various coloured squares…is he going a little mad? In fact he’s responding to a fellow city workers post-it note mural on an adjacent building.
A gardener busies herself to the soundtrack of the dawn chorus. Over the course of the day we watch her digging, watering, and readying the plot. All for the benefit of an airborne audience…
Ramblers make their way into the hills, passing a shepherd on their way. We follow the shepherd and his dog as he moves his sheep around with a particular precision. The sheep are weaved this way and that, and we rejoin the walkers who have a prime spot to view our shepherd’s work.
A city park in sun-dappled Autumn colours. A park keeper taking his leaf-clearing duties with high seriousness appears to be creating military precision patterns with the leaves.