Concept and creative process
Morgan Almeida’s surreal approach, culminating in the distinctive ‘GLORIA’ logo, started with the typography. The central O of ‘GLORIA’ was made for a Glorious, smiley, radiating sun, surrounded by fun balloons, electric fish, peacock feathers and cellophane butterflies over kaleidoscope skies. Modelmaker Jamie Campbell created miniature models of hot-air balloons, articulated multicoloured fish, butterflies, and a plaster Sun face with counter-rotating rays. The models were shot on film at Damson Studios and expertly multilayered and chroma-keyed over rippling silks, layered on a Quantel Harry. Finally, the ‘GLORIA ‘logo appears with its rotating model sun encompassed by the central ‘O’. It seemed an apt, memorable opener for Gloria Hunniford's uplifting afternoon magazine show.
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Gloria storyboard
Gloria storyboard