Studio AKA has created animated trailers for BBC Radio 4 to highlight the new Cultural Exchange feature on the station’s Front Row programme.
On Cultural Exchange, 75 creative minds share their passion for a book, poem, film, piece of music or other work of art. The campaign, created by AKA director Marc Craste, through Karmarama and Red Bee Media, includes three trailers, each featuring one of the interviewees’ words rendered in animation.
The starting point was BBC Radio 4’s speechmark, which would bookend each spot, according to Craste. “In between we were encouraged to find witty and entertaining ways to play out the thoughts of the celebrities.”
Each film uses a distinct style of aimation, inspired by the words and reflecting the individual as well as their chosen topics, but they tie nicely together as a whole.
Below is the first trailer featuring Meera Syal on Harper Lee’s To Kill a Mockingbird.
The other trailers illustrate David Walliams on Harold Pinter and Adrian Lester on Redemption Song.
“Although the spots were all designed to feel similar, the pacing and staging were approached in a way we thought best suited the particular tone of each spot,” says Craste. “In Adrian Lester’s spot, because he’s referring to a time in his youth, there’s a naive quality to the drawing. David Walliam’s passion for theatre and words is reflected in the use of text. And for Meera Syall’s take on To Kill a Mockingbird, it’s the subject matter of the book that dictated a more poetic, calmer visual approach.”
Agency: Karmarama & Red Bee Media
Director: Marc Craste
Co-Designed by: Gergely Wootsh
Production Company: Studio AKA
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