'Starting with a long period of research and development, lead artist Rob Petrie took Dunning Eley Jones' designs and created a distinct 3D look with director Matt Penney. Following on from that it was matter of organising the next five months to deliver this creatively challenging and rewarding project.
In order to achieve the desired look, certain brave technical decisions needed to be made. The Mill chose to use volumetric lights to create the projector beams so that they would interact correctly and offer a very specific clarity of line. In doing so we moved into the unknown realms of using up to 1600 volumetric lights - a massive and unusual undertaking. As optimised rendering times hit 24 hours per second of animation, the Mill's state of the art rendering capacities were pushed to the limit to successfully create the individualistic look for these bold new idents.'