CCTV Beasts ID's win

London, June 2012 – A set of CG character idents, which saw Chinese broadcaster CCTV's cube logo transformed into various 'beasts', has won the Bronze PromaxBDA Global Excellence Design Award for Best Interstitial / Short Form Campaign. Created by Brand Energies and Prime Focus for CCTV's new documentary channel, CCTV-9 Documentary, 'Beasts' scared off competition from all over the world to lift the award at PromaxBDA: The Conference 2012 in Los Angeles.

Prime Focus' CG team in the UK, led by Creative Director Phil Hurrell, delivered a series of animal-based idents, having worked closely with Creative Director Sandy MacMillan from Beijing-based creative agency Brand Energies. "Each Beast has wonderfully observed character that any audience can understand" said Sandy. "The Prime Focus team really understood what was required and put everything into making this a project that CCTV-9 are rightfully proud of."

The CCTV-9 Documentary channel launched in early 2011 and has grown its daily domestic audience to over 60 million viewers in China and its English language channel is now watched in over 20 countries worldwide.

We'd like to congratulate Sandy, Phil, Joe Glasman at Hum in London who provided the music and sound design and everyone else involved with this wonderful project on their fantastic achievement.

To find out more about the work Prime Focus did on the CCTV project, click here.