At the pitch stage the only area where we presented more than one route was with the idents. The Chief Exec and Creative Director loved both ideas - and with the audio reactive route being so radical and requiring so much development time, it was decided that it would make a great follow on from the Magnetic route.
After twelve months of research and development, Proud and Minivegas created an innovative and bespoke piece of software that enables realtime rendering of live action elements. Leading to a series of films in which the continuity announcer creates a subtly different ident for each viewing, through voice activation. A world first.

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