This Visually Arresting Campaign Speaks in Real-Time to TV Viewers

Over 400 Ads by Freeview Feature a Choreographed Cast of Thousands

By Alexandra Jardine. Published on Oct 04, 2016

Editor's Pick

A new campaign from U.K. free-to-air TV provider Freeview features a cast of thousands choreographed as a sea of bodies, and done entirely without VFX. But that's not the only innovative thing about it; the campaign, by Anomaly London, is made up of over 400 films that will play out as reactive interstitials to current events and popular TV moments.

Some of the voiceovers will refer contextually to the TV show they are running alongside; others to current events. Freeview has brokered deals with the sales teams at ITV and Channel 4, securing first-in-break slots for all "contextual' ads which comment directly on the storylines viewers will have just witnessed. However, all will remind viewers that these shows can be watched for free on Freeview, or "the other way," as well as via pay-TV providers like Sky, Virgin and BT.

The ads, filmed entirely in-camera without VFX, were produced by DBLG and post-produced by Envy, which created 20 different original soundtracks for the films.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Oct 04, 2016
Anomaly London
Production Company:
DBLG Studios
Grant Gilbert
Natalie Greenwood
Dani Wolf
Post Production Company:
James Trimming
Sound Designer:
Rich Martin
Danny Wood
Flame Artist:
Kieran Baxter
Sara Faulkner

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.