Daybreak – From concept to final design

ITV re-launched Daybreak, their breakfast show at the beginning of September, 2012. With just over ten weeks until launch, I began working with the set designers at BDA to prepare the views for the six plasma screens that would be acting as windows within the new set.

After an early false start along a soon abandoned tangent, we returned to a blurred photograph that had been used successfully in earlier presentations. We recreated the contents of the photograph in 3D and expanded upon the scene it suggested. The photographic reference was only big enough to fill a single window panel and so we had to extend the courtyard scene in order for it to fit the three screen window arrangement at the centre of the set design.

As the designs evolved, more modern versions of the courtyard were developed. The materials and colour palettes were retained but the forms and planting became more ordered and we began to focus on the composition of shapes within the blurred end product.

Continued development of the design led to increased amounts of detail and decreasing amounts of sky.

In the final version of the design, the scene is heavily colour corrected to compensate for the blue/cyan bias of the plasma screens.

Client: ITV Daytime
Set Design and Art Direction: BDA
Scenery Construction: Scott Fleary

ITV Daybreak Launch




4 Replies to “Daybreak – From concept to final design”

    1. It was another outdoor space, but more brick and ivy and more emphasis on skies. We even had a pool in there.

  1. The pool would have worked for summer, is there other variations of your landscape?

    1. Not yet, but discussions are always ongoing about these things. Because they are video files, they are always open for changes and updates.

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