Concept and creative process
I was asked to create two 5 second stings for Radio One night on BBC Choice. I was given two video clips to use, one for each sting. I decided to go for a typographic route, with clean bold typography. I heavily graded and treated the footage, with a transition to the typography. Rather than trying to work the type over the footage, I thought it would be stronger to keep both elements separate, with an interesting and ‘edgy’ transition between footage and type. The transition is further enhanced by the scratchy audio which was added later. I used scratchy textures and backgrounds in the transition and type to give it a grungy feel, which was a look that was very current at the time and said ‘youth, music, cool’.