Concept and creative process
‘Medical Express’ was a popular medical magazine programme bringing stories from the world of health-care to help viewers and their families keep fit and feel better. The title sequence focused on the logo design as the core of the concept. It was intentionally cartoon in style. The logo was a 3D model that looked like it was constructed with pipes. These pipes filled with red liquid finally revealing the complete red logo. The modelmaker made a 3D half round mold of the logo over which he pressed a heated up clear and flexible plastic sheet to create a clear embossed logo. A white card template covered the clear plastic sheet leaving only the embossed clear logo. A red card was then placed under the clear sheet to reveal the final red logo against a white background. All three layers were sandwiched together, and the animator created a reveal plan so that the rostrum cameraman could shoot frame by frame to achieve a motion effect. A film editor finally assembled the film clips ready for music to be synchronised with the sequence.