BritBox is entering in a very competitive market in the US. Its rivals are noisy. The sector is crowded. Consumer loyalty is low. An ambitious idea by Uncommon Creative Studio is making the streaming service stand out. It’s a film that was shot over 14+ hours, wore-out the camera shutter three times & sees one actor play four different characters in a return to craftsmanship in an era of AI.
See It Differently is designed to introduce the distinctiveness and all around craft of British entertainment to broader audiences in the US through one captivating continuous take. The campaign has been released at a time when AI-driven ads have peaked within the industry. See It Differently draws on traditional production craftsmanship. It’s a highly choreographed, single-shot sequence filmed at 1 frame per second using a precision motion control unit that takes viewers on a journey behind the artistry, techniques and sheer dedication it takes to craft truly great British television.
The hero film was produced by British production house, BlinkInk, and is the brainchild of the London-based stop-motion director, Nicos Livesey.
This film shows just how much intentionality goes into creating shows that are on BritBox by pulling back the curtain. It exposes the craftsmanship, the obsession, the sheer human effort poured into every frame, taking the viewer, quite literally, behind the scenes.
To present the breadth of British entertainment on the streamer, it follows one actor as they shapeshift through four different genres — period, mystery, and crime – employing perspective-shifting techniques to underscore the feeling BritBox viewers have of being transported elsewhere, and allowing the viewer to be truly immersed in each setting, in one fluid movement through a combination of cinematic crafts and techniques.
The undertaking for the production team was monumental, with the camera shutter replaced three times, ice packs and fans used on and around the camera to prevent overheating, and the crew taking shifts to ensure shooting was never paused.
The epic production shows various film production techniques and perspective tricks of the eye to pull off the execution. These techniques are used in chronological order, from the earliest matte painting backdrops, to transformative makeup, prosthetics, and costumes, through intricate miniatures and set design, finishing with in-camera explosions and the most modern LED screen CGI (also created live in-camera).
Details also include varying the aspect ratio on screen in the different genres – each time shifting as the scene transitions from the making-of transition section to the final vignette – to reflect a more immersive and distinct cinematic experience.
The actor remained still for the entire duration, like a live-action human animation as the film seamlessly transitioned through BritBox’s most iconic genres. She was worked on by 10 make-up artists and wardrobe stylists who fused together incredible looks including advanced SFX and costuming, and the end result is more akin to a live performance art piece than a scripted ad.
See It Differently will appear across earned, owned and paid channels, from captivating film assets to digital OOH and landing page assets.
Diana Pessin, chief marketing officer at BritBox, commented, “BritBox is the perfect complement to a passionate television viewer’s entertainment journey. In a streaming era where viewers are often algorithmically shepherded into predictable lanes, we offer a taste of something different with a carefully curated selection of distinctly British stories — well-crafted, character-driven narratives rich in authenticity, wit, charm and a sense of place. With See It Differently, we are not only challenging misconceptions about what ‘British’ television is, but demonstrating to viewers that the depth and craftsmanship they crave in great television are all part of the British television experience. As we continue to grow, we look forward to developing, funding, streaming, and sparking conversations around more of the perspective-shifting, complex, and transportive stories the UK has to offer.”
Nils Leonard, co-founder at Uncommon Creative Studio, added, “An unspoken truth of any creative act is that the endeavour of a project can be as powerful as the finished article, you can feel the work, in the work. In an age where any image can be made in a matter of seconds with AI — we choose to return to the classic techniques in cinema craft to showcase the very best of British entertainment on BritBox. This work is the sort of partnership and shared ambition the studio was built on, creating more than just famous and effective campaigns but reference points for an industry in a moment of change.”
Nicos Livesey, director at BlinkInk, stated, “For me, this project was all about celebrating the craft of filmmaking — the magic of transformation, the precision of choreography, and the human ingenuity behind every frame. We wanted to capture that thrill of watching something unfold in real time, where every element — performance, camera movement, costume, make-up — has to align perfectly. It’s a testament to the skill and dedication of everyone involved, and a reminder of why real, tangible filmmaking still has the power to mesmerise.”
Credits:
Client: BritBox
Creative Studio: Uncommon Creative Studio
Production Company: Blinkink
Director: Nicos Livesey
Executive Producers: Bart Yates & Josef Byrne
Head of Production: Alex Halley
Producer: Sebastian Jowers
1st AD: Rob Blishen
Director of Photography: Simon Chaudoir
Hair and Makeup Designer: Natasha Lawes
Hair and Makeup Assistant: Georgia Brown
Prosthetics: Millennium FX
Service Production: Solent
Wardrobe Design: Ina Damianova
Editor: Nick Armstrong
Grade: Hannibal Lang
Music: Secrets by Tom Player
Sound Design & Mix: SoundTree
