Behind the scenes of ITV3’s papercut idents

Tundra* has teamed up with Studio M Andersen to create six new paper-cut animated idents for ITV3. The new idents aren’t due to be aired for a while but we wanted to share them here on the CR blog and reveal something of the creative processes involved in creating them…

Tundra* has teamed up with Andersen M Studio to create six new paper-cut animated idents for ITV3. The new idents aren’t due to be aired for a while but we wanted to share them here on the CR blog and reveal something of the creative processes involved in creating them…

The six new idents are the result of a collaboration between illustration and animation house Tundra* and Martin Andersen of Andersen M Studio – who also roped in the model making skills of his model-making sister Line Andersen.

The films follow on from those which the same creative team made for the launch of the comprehensive rebrand across all ITV channels earlier in the year – with each ident representing a genre of programming that lives on the ITV3

“The concept of the stories collected in bell jars was mine and this is what was pitched out to three animation companies,” explains ITV’s head of creative for broadcast, Tony Pipes. “It came from the idea that ITV3 was the curator of great, well-crafted drama. This informed what we wanted the worlds to look like and I became a little obsessed with it all being handmade.”

ITV3 Idents 2013 from Tony Pipes on Vimeo.

You’ll notice that some of the freshly completed batch of idents, directed by Espen Haslene at Tundra* through production company Soup Factory, have a winter theme and have actually been designed to be screened much later in the year, closer to Christmas. However, a screening this week wouldn’t be amiss given the spell of wintry weather we’re currently experiencing here in the UK!

In terms of how the films were made, director Espen Haslene explained to CR that, using a team of animators, illustrators and model makers and working with the Andersen siblings’ expertise, they were able to get round the time restrictions set by the delivery dates and create films that look like they’ve been created in-camera.

“The way we worked around the timeframe issue,” he explains, “was to first make animatics from storyboards and then have Karine Faou [art director on the project] and her illustrators work up all the layers and elements in Illustrator, making the whole world and sculpture work as digital illustrations first.

“Then we fed each layer to the model makers and cutters and these paper models went to Martin and he shot them against green screen which were then fed to an After Effects team of animators and compositors. So every layer you see in the films has been created physically in paper but composited in After Effects.”

Here’s a making-of film to give more insight to the processes involved:

ITV3 Idents: Behind The Scenes from Tony Pipes on Vimeo.

We have, of course, featured the collaborative work of Line Andersen (she was one of our Creative Futures back in 2006) and her brother Martin on several occasions. You can see some of their previous work together here and also here.

See more of Tundra*’s work at


Director Espen Haslene
Co-director Martin M. Andersen
Art director Karine Faou
Executive creative producer Andy Soup / Soup Factory Ltd.
Producers Jason Underhill, Ben Sullivan Production Assistant Jade Bogue
Senior model maker Line Lunnemann Andersen
Model makers & cutters Cat Johnston, Helene Baum, Rosy Nicholas
Illustration Keeley Sheppard, Paulina Slebodzinska
Storyboard artist Oscar Arancibia
Animation & compositing Dominic Burgess, Aaron Trinder, Marc Hardman, Letty Fox , Oscar Granse
Compositing assistant – Adam Stewart, Phoebe
3D modelling & CGI Duncan Burch @ Lumiere Studios
Sound design / Music composition Mikkel H. Eriksen (Instrument Studio)
Studio manager Elina Masai Andersen

CR in print
The March issue of CR magazine celebrates 150 years of the London Underground. In it we introduce a new book by Mark Ovenden, which is the first study of all aspects of the tube’s design evolution; we ask Harry Beck authority, Ken Garland, what he makes of a new tube map concept by Mark Noad; we investigate the enduring appeal of Edward Johnston’s eponymous typeface; Michael Evamy reports on the design story of world-famous roundel; we look at the London Transport Museum’s new exhibition of 150 key posters from its archive; we explore the rich history of platform art, and also the Underground’s communications and advertising, past and present. Plus, we talk to London Transport Museum’s head of trading about TfL’s approach to brand licensing and merchandising. In Crit, Rick Poynor reviews Branding Terror, a book about terrorist logos, while Paul Belford looks at how a 1980 ad managed to do away with everything bar a product demo. Finally, Daniel Benneworth-Grey reflects on the merits on working home alone. Buy your copy here.

Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878, or buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month.

More from CR

Buying the brand

From licensing to merchandise, TfL makes millions from its brands each year. Transport Museum head of trading Michael Walton talks to Patrick Burgoyne

David Bowie Is the subject of this V&A book

Graphic design studio Barnbrook has designed the David Bowie Is book which accompanies the V&A’s exhibition of the same name, set to open later this month. We spoke to Barnbrook’s Jon Abbott about the project…

Becky & Joe

Plasticine, meat and glitter – Becky Sloan and Joe Pelling are very much hands-on when it comes to the films they make as Becky & Joe

Graphic Designer

Fushi Wellbeing

Creative Designer

Monddi Design Agency