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.