ITV commissioned Delicious Digital to create a piece of music for their Christmas Idents. They wanted two things: a musical track, and the sound of a mechanical tree coming to life.
I worked on this with the composer Ed Morris, who provided the music. There was the potential for the mechanical sound of the tree to conflict with the music track, so I designed the sound to work as a rhythm track for Ed’s piece.
The tree looked light and toy-like, yet was made of metal, so getting the audio balance to reflect this was a challenge. However, they were so happy with the sound design that they decided to use it on their news ident too. The idents launched on the 21st of December 2012, and since then we’ve create Christmas idents for multiple networks, including the BBC.