BritBox's Epic Single-Take Sequence Celebrates Best of British TV

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.

A Love Letter to the Artistry of Storytelling 

The undertaking for the production team was monumental, with the camera shutter replaced three times, ice packs and fans used on and around the camera to prevent overheating, and the crew taking shifts to ensure shooting was never paused.

The epic production showcases various film production techniques and perspective tricks of the eye to pull off the execution. These techniques are used in chronological order, from the earliest matte painting backdrops, to transformative makeup, prosthetics, and costumes, through intricate miniatures and set design, finishing with in-camera explosions and the most modern LED screen CGI (also created live in-camera).

Details also include varying the aspect ratio on screen in the different genres - each time shifting as the scene transitions from the making-of transition section to the final vignette - to reflect a more immersive and distinct cinematic experience.

The actor remained still for the entire duration, like a live-action human animation as the film seamlessly transitioned through BritBox’s most iconic genres. She was worked on by 10 make-up artists and wardrobe stylists who fused together incredible looks including advanced SFX and costuming, and the end result is more akin to a live performance art piece than a scripted ad.

A Mission to Stand Out and Compete with Streaming Giants in the US Market

BritBox deserves to be seen alongside the streaming giants — Apple, Netflix, Disney — because of their broad range of genres, the level of craft and the creativity available on the platform.

Bringing UK television to new audiences and highlighting the huge variety of high-quality shows produced in the country, as BritBox continues its expansion to become the most beloved complementary streamer in the US, Canada, and Australia.

To bring its vision of 'See It Differently' to life, BritBox partnered with Uncommon Creative Studio, a likeminded agency with transatlantic roots and a deep familiarity with the craft and sensibility of British storytelling. The hero film is produced by British production house BlinkInk, and is the brainchild of the London-based stop-motion director Nicos Livesey.

Designed to work across all touchpoints, ‘See It Differently’ will appear as a full suite of assets across earned, owned and paid channels, from captivating film assets to digital OOH and landing page assets to drive conversion and affinity.

Diana Pessin, chief marketing officer at BritBox said, “BritBox is the perfect complement to a passionate television viewer’s entertainment journey. In a streaming era where viewers are often algorithmically shepherded into predictable lanes, we offer a taste of something different with a carefully curated selection of distinctly British stories — well-crafted, character-driven narratives rich in authenticity, wit, charm and a sense of place. With 'See It Differently,' we are not only challenging misconceptions about what ‘British’ television is, but demonstrating to viewers that the depth and craftsmanship they crave in great television are all part of the British television experience. As we continue to grow, we look forward to developing, funding, streaming, and sparking conversations around more of the perspective-shifting, complex, and transportive stories the UK has to offer.”

Nils Leonard, co-founder at Uncommon Creative Studio, comments, “An unspoken truth of any creative act is that the endeavour of a project can be as powerful as the finished article, you can feel the work, in the work. In an age where any image can be made in a matter of seconds with AI — we choose to return to the classic techniques in cinema craft to showcase the very best of British entertainment on BritBox. This work is the sort of partnership and shared ambition the studio was built on, creating more than just famous and effective campaigns but reference points for an industry in a moment of change.”​

Nicos Livesey, director at BlinkInk, adds, “For me, this project was all about celebrating the craft of filmmaking - the magic of transformation, the precision of choreography, and the human ingenuity behind every frame. We wanted to capture that thrill of watching something unfold in real time, where every element - performance, camera movement, costume, make-up — has to align perfectly. It’s a testament to the skill and dedication of everyone involved, and a reminder of why real, tangible filmmaking still has the power to mesmerise.”