Social creates opening credits for movie version of The Sweeney
London-based brand creative agency Social has been revealed as the creative team behind the opening credits for the new movie remake of the classic police drama The Sweeney.
Filmed in Social’s own basement, the team treated the titles as a series of ‘reveals’ to mirror the movie’s array of twists and turns, misleading evidence and violent, gritty storyline. Using a black light the Social team shot the footage in pitch darkness.
Social’s creative director, Steven Lucker explained: “The piece combines live action with animated graphics to suggest at the narrative about to unfold. To set the scene, we used props from the movie itself such as masks, evidence bags, money and photographs of the characters. We also created table-top sets to hint at the content of the story and to echo the tone. Until the black light passes over a key piece of evidence, it is completely wrapped in darkness, only illuminating briefly as the light passes and fades.”
The movie, which stars Ray Winstone and Ben Drew aka Plan B, opens this week in UK cinemas.
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