We were asked to design and deliver a total refresh of the title sequence for ITV’s iconic morning television show, ‘This Morning’ along with a series of deliverables for on-screen promotion.

Designed in collaboration with ITV Creative Director, Mark Gouldie, the brief was to make the titles more ‘3 dimensional’, contemporary and more in touch with This Morning’s audience, whilst representing the various programme segments within the animation.

"Being involved so early on allowed us to work closely with Mark in order to design both creatively and technically and develop it into something that was possible to achieve" said Phil Hurrell, who created the titles.

"Whilst we were building the sequence in XSI, Mark was making shapes out of paper so we were then able to take his origami and use it as the basis for our models."