Concept and creative process
The Circles campaign was launched in 2006 as a replacement for the ‘Rhythm and Movement’ series of channel idents that had been in use since 2004. The change was driven by the new schedule introduced by BBC One Channel Controller Peter Fincham and marked in a small way a return to the channel’s heritage of the circular globe. The creative brief was to devise and film sequences of people, plants, machines and animals which ended in a circular image incorporating the new BBC One logo. It was one that gave free rein to the imagination and resulted in a memorable series of channel idents which were used successfully throughout the decade. In order to film the ‘Dog Display’ animation for the BBC One Circles campaign, a pack of specially trained dogs was hired to perform choreographed tricks, including jumping through flaming hoops, leaping over fences and performing a slalom in and out of poles arranged in a circle. The ident was directed by Trevor Melvin and filmed in the garden at Wrotham Park, Hertfordshire.