Concept and creative process
The Circles campaign was launched in 2006 as a replacement for the ‘Rhythm and Movement’ series of channel idents that had been in use since 2004. The change was driven by the new schedule introduced by BBC One Channel Controller Peter Fincham and marked in a small way a return to the channel’s heritage of the circular globe. The creative brief was to devise and film sequences of people, plants, machines and animals which ended in a circular image incorporating the new BBC One logo. It was one that gave free rein to the imagination and resulted in a memorable series of channel idents which were used successfully throughout the decade. The ‘Non-Strictly’ ident was designed for use before programmes other than ‘Strictly Come Dancing’ as all reference to the UK hit show was removed and the cut was therefore using some different out-takes of the original shot footage. The end shot was a gift to the BBC One Circles theme with its unusual aerial view of the circular BBC Television Centre.