Concept and creative process
A series about the transient, fast-paced nature of modern culture, 'Three-Minute Culture' was presented by Michael Ignatieff and seen through the eyes of leading players in advertising, design, TV, architecture, politics and money. For the title sequence, an anonymous, androgynous audience of white figures are subjected to contemporary imagery and sound via a brainwashing video wall for this programme investigating the transient, fast-paced nature of modern culture. The models were made one third life-size by Chris Lyons studios. They were transported to a studio in London’s Soho. Video walls did not exist at that time, so one had to be built using television monitors. A pre-edited sequence of colourful imagery was transmitted from the screens. At the end of this sequence a logo was created using a cel animation technique that accurately matched the music. Because the light from the screens was not bright enough to illuminate the faces of the figures, a separate projector was used. The frame rate was altered for the projected version so that when the final sequence was put together everything was in sync. It was shot on 35mm film using a motion control camera rig.