The streaming platform has unveiled an ambitious advertising piece that blends cinematic artistry with its focus on British drama, mystery and crime.
Streaming platform BritBox has rolled out a new advertising campaign in Australia, highlighting its slate of British programming through a 14-hour single-shot production.
Unveiled in August, the See It Differently campaign marks the latest local initiative from the BBC Studios-backed service, which has operated in the Australian market for almost five years.
According to the company, the advertisement was filmed in one continuous choreographed sequence, shot at one frame per second over 14 hours with a precision motion control unit. The piece follows a viewer who becomes absorbed in British programming to the point of transforming into four separate characters, reflecting the platform’s focus on period drama, mystery and crime genres.
To develop the campaign, BritBox collaborated with London-based agency Uncommon Creative Studio, with production managed by independent house BlinkInk. Direction was provided by stop-motion filmmaker Nicos Livesey, whose previous work includes projects for Iron Maiden, Gorillaz and the BBC.
“Following the launch of a bigger and better BritBox in Australia, which includes more new and exclusive content as well as three new channels, we are now introducing a new creative campaign that is unlike anything we have done before,” said Richard Hill, Head of Marketing and PR at BritBox Australia.
“In adopting this innovative global creative campaign for Aussies, we are asking our local audience to ‘See it Differently’, while also connecting to the true craftsmanship of British telly.”
Hill added that the service is seeking to position itself as a space for viewers overwhelmed by the volume of streaming content.
“For Aussies that feel like they are running a content marathon trying to keep up with endless streaming, BritBox is the perfect place to catch your breath. With ‘See It Differently’, we’re inviting viewers into a world that is at once familiar and transporting, with a surprising range of stories that stick with you. As we grow our local presence, our mission is to continue to bring impactful, talked about stories to Australians who love British telly.”
Nils Leonard, co-founder of Uncommon Creative Studio, said the production aimed to foreground traditional filmmaking methods rather than digital shortcuts.
“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.”
