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ANDY Awards

Creative Award
New York, United States
BritBox - "See It Differently" by ANDY Awards 2026

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TitleSee It Differently
Agency
Campaign See It Differently
Advertiser BBC
Brand BritBox
Date of First Broadcast/Publication 2025 / 4
Business Sector TV/Radio Programs & Stations
Philosophy BritBox has unveiled ‘See It Differently’ — a new creative campaign designed to introduce the distinctiveness and all around craft of British entertainment to broader audiences in the US through one captivating continuous take. Released at a time when AI-driven ads have peaked within the industry, the new film from the streamer - titled ‘See It Differently’ - is an ambitious cinematic feat which draws on traditional production craftsmanship, captured over 14 hours using a dynamic, highly choreographed, single-shot sequence filmed at 1 frame per second using a precision motion control unit. Taking viewers on a journey behind the artistry, techniques and sheer dedication it takes to craft truly great British television. A Return to Craft Celebrating the Best of British TV This film showcases just how much intentionality goes into creating shows that are on BritBox by pulling back the curtain. It exposes the craftsmanship, the obsession, the sheer human effort poured into every frame - taking the viewer, quite literally, behind the scenes. To showcase the breadth of British entertainment on the streamer, it follows one actor as they shapeshift through four different genres - period, mystery, and crime–employing perspective-shifting techniques to underscore the feeling BritBox viewers have of being transported elsewhere, allowing the viewer to be truly immersed in each setting, in one fluid movement through a combination of cinematic crafts and techniques.
Media Type Interactive Television
Length
AI Description The ad starts in a cozy living room where a woman watches TV. As the scenes progress, she undergoes several transformations reflecting different British TV genres. Initially casual, she transitions into an elegant period costume setup, complete with historical attire and lush countryside backgrounds. The setting then shifts drastically as she becomes part of a mystery scene, adopting the guise of a skeleton as detectives survey the scene. Following this, the woman transforms into a 1920s traveler on a snowy train journey, dressed in vintage clothing. The seamless transition continues into a modern, cityscape police drama, replete with action gear and a gritty urban backdrop. Throughout, the ad quietly showcases the extensive craftsmanship in make-up, wardrobe, and set design that capture these distinct worlds. Each transformation fluidly executed in a single-shot sequence, highlights the diversity and richness of BritBox’s British TV offerings, culminating in the text 'See it Differently.'