ITVBe - Up, Up & Away

The Only Way is Essex is moving to ITV's brand new channel ITVBe, aided by a little help from Rushes. With tongue firmly in cheek, ITV’s new promo follows the familiar faces of the TOWIE cast as something rather unexpected happens around them.

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With tongue firmly in cheek, ITV’s promo for brand new station ITVBe, follows the familiar faces of the TOWIE cast as something rather unexpected happens around them. The promo shows, with dramatic and epic effect, how this happens. Literally.

Rushes primary VFX task was to create the breaking away and lifting off into the sky of the Sugar Hut nightclub and (other well known buildings such as Chloe’s, Charlie’s Deli and the Abs Salute Gym!) as part of the concept of moving from their current home on ITV to the new ITVBe channel.

Using a mixture of in-camera practical effects, Flame and CGI – Rushes created a number of shots of the buildings lifting off suspended from giant balloons with additional dust and debris elements.
The culmination is a completely CG shot of the buildings floating off into the sunset.

Rushes CG team built accurate models of all the buildings from photo reference obtained on the shoot, and animated with the balloons to match the live-action elements.

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Client: ITVBe
Production Title: Up, Up & Away

Agency: ITV Creative
Producer: Paul Coward
Creative Director: Mike Baldwin

Rushes Team
Producer: Jules Pye
Colourist: Simone Grattarola
CG: Andy McNamara (CG Lead), Nimesh Patel
VFX Shoot Supervisors: Andy Nicholas, Glenn Cone
Additional Nuke: Sarah Breakwell, Noel Harmes
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