At the pitch stage the only area where we presented more than one route was
with the idents. The Chief Exec and Creative Director loved both ideas - and with
the audio reactive route being so radical and requiring so much development time,
it was decided that it would make a great follow on from the Magnetic route.
After twelve months of research and development, Proud and Minivegas created
an innovativeand bespoke piece of software that enables realtime rendering of live
action elements. Leading to a series of films in which the continuity announcer creates
a subtly different ident for each viewing, through voice activation. A world first.
Minivegas put together a little three minute film that explains some of the technical
aspects involved in getting the idents from the 35mm negative to the fully reactive,
realtime rendered and digitally composited elements that make up the finished spots.
