BBC Four 'Electric Revolution' trail (2010)

Concept and creative process

Our brief was to create an event around a season of programmes exploring our relationship with technology. We were asked to create a launch film, stings, menus and idents. The ambition - to transform BBC Four for the whole season. Our target audience was anyone who ever obsessed about the latest gadget, only to dump it a year later after the latest upgrade caught their eye and won their heart. The creative solution was inspired by the legendary soul classic by the Shirelles - "Will You Still Love Me Tomorrow?"

We put everyday technology at the heart of the idea in an execution that playfully teased the transient nature of our relationship with gadgets. In a beautifully choreographed and Busby Berkely inspired sequence, an ensemble cast of mobile phones, fridges, microwaves and even Goblin Teasmades sing the famous song. Stop frame animation was perfect for giving these gadgets believable life and character. Everything in the film is real, with no elements created in CGI and was painstakingly shot over 5 days. The only post-production used was tracking in the animations and compositing the end shot.

Director: Matt McDermott.

Creative: Oliver Harnett.

Producer: Jessica Archer.

Production Manager: Louisa Chadwick.

DOP: Malcom Hadley.

Art Director: Ali Gartshore.

Animation Director: Tom, Dick and Harry at Th1ng.

Post Production: Th1ng.

Agency: Red Bee Media.

Client: BBC Four Marketing.

Sound Design: Rich House.

Music: 'Will You Still Love Me Tomorrow?' by The Shirelles.

Voice Over: Caroline Quentin