JAMVFX have just collaborated with ITV Britbox’s creative lead Neill Torbit for the launch of the Britbox DRTV campaign. JAMVFX design team, led by Dan Andrew, helped to realise the Britbox launch device that will be used to promote content and subscription to the new streaming service.
The brief was to create an interior room which complimented the TVC promo which features people walking through doors as the box rotates. The challenge for the JAM team was they had to produce something which could hold content and information rather than just live action.
The route decided upon was to create a homely feel by featuring items commonly found in the living room; coffee tables, arm chairs, lamps, picture frames etc…
Once these items had been decided upon the team started to create bespoke wallpaper and tiles some of which echoed the brands cube design.
A exterior studio space was decided upon to hold the box, this was created to be dimly lit to maximise the impact of the footage held within.
Everything was subtly designed to tie into the Britbox brand including the colours and hues used throughout the model. If you look closely on the opening shot you will see a detailed cube patten on the exterior of the box too.
The team worked meticulously with Neill to create timing that worked perfectly with the tight VO and content required. They also came up with the end transition for the cube travelling to the dot on the ‘i’ in Britbox which was used in both the DRTV and TVC.
The animation was created in C4D and composited in Nuke. The final spot can be seen here and will be shown repeatedly on ITV over the next few months.


ITV Lead Creative: Neill Torbit
ITV Executive Creative Director: Tony Pipes
ITV Creative Producer: Jurgita Bareikaite
Post Producer: Evren Olgun-Knight
Studio CD: Dan Andrew
C4D: Alessandro Mariotti