The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Direction / Series
Annual ID
OS23_MI050M
About the Work
In November of 2021, ITV released ITVX, a British online video-on-demand service operated by ITV providing ‘The Freshest’ British entertainment. To promote the release of ITV’s new and fresh streaming service ITVX, we created a series of star-studded comedic sketches titled ‘The Freshest’.
The series of films consisted of sharp-witted comedy sketches which are set in a rehearsal room — where we see a director and producer put the stars through their paces as they are challenged to improvise their way through different scenarios in the quest to effectively bring to life the UK’s freshest streaming service.
The films included world-class acting talent, from Emmy award-winning Matthew Macfadyen, Oscar-winning actress Helena Bonham Carter and BAFTA rising star John Boyega. Each and every film is different - the sixteen bespoke films will vary in length from 3.30 minutes to 20 seconds
The director added: "The campaign plays with the idea that even the most accomplished actors are vulnerable to passionate, yet insane, directors. It’s a lovely comedic friction that develops as these celebrities try to dutifully stay in the scene even as it becomes increasingly apparent that there is no scene. Or script. Or smart ideas. It’s always fun to watch a great actor learn what the audience already knows, that they are in a bad situation that won’t end well.”
ITVX is the UK’s freshest streaming service, with viewers gaining access to over 10,000 hours of high definition free programming and more new shows to stream for free than anywhere else. ITVX will also launch a number of eagerly anticipated new programs available exclusively on the platform every week.
The series of films consisted of sharp-witted comedy sketches which are set in a rehearsal room — where we see a director and producer put the stars through their paces as they are challenged to improvise their way through different scenarios in the quest to effectively bring to life the UK’s freshest streaming service.
The films included world-class acting talent, from Emmy award-winning Matthew Macfadyen, Oscar-winning actress Helena Bonham Carter and BAFTA rising star John Boyega. Each and every film is different - the sixteen bespoke films will vary in length from 3.30 minutes to 20 seconds
The director added: "The campaign plays with the idea that even the most accomplished actors are vulnerable to passionate, yet insane, directors. It’s a lovely comedic friction that develops as these celebrities try to dutifully stay in the scene even as it becomes increasingly apparent that there is no scene. Or script. Or smart ideas. It’s always fun to watch a great actor learn what the audience already knows, that they are in a bad situation that won’t end well.”
ITVX is the UK’s freshest streaming service, with viewers gaining access to over 10,000 hours of high definition free programming and more new shows to stream for free than anywhere else. ITVX will also launch a number of eagerly anticipated new programs available exclusively on the platform every week.
Campaign
ITVx - Smile
https://vimeo.com/806038258
ITVx - Clap
https://vimeo.com/805710444
2023 Awards
Total Points: 3
Merit
Credits
Agency
Uncommon Creative Studio / London
Client / Brand
Itv / Itvx
Production Company
O Positive
Designer
Vibol Moeung
Director
David Shane
Director of Photography
Sebastian Blenkov
Editor
Gavin Cutler
Mark Edinoff
Executive Producer
Beth Tomlin
Marc Grill
Nell Jordan
Ralph Laucella
Sean Costelloe
Producer
Katie Sharpe
Nell Jordan
Engineer
Harry Butcher
Parv Thind
colorist
Hannibal Lang (Bacon X)
Director Asst.
Michael Clancy
Lead Online Artist
Dave Wishart
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