The Drum Awards Festival - Extended Deadline

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By Amy Houston, Senior Reporter

May 17, 2022 | 3 min read

It’s almost that time of year again when Love Island is back on our TV screens and social media feeds. To celebrate the return of the iconic dating show, ITV Creative has collaborated with animator Leanne Rule and director Kitchen to create an ad full of sass to reflect the campaign idea ‘Love. We Own It.’

The spot uses a mixture of charming character design and considered storytelling to bring iconic moments in Love Island history to life – including nods to signature villa landmarks, slow-mo entrances and the return of beloved Ellie Belly.


“There was so much room for fun here. The whole team was on the same page creatively and this made it really easy to get stuck in,” Brighton-based Rule said.

“My favorite thing is definitely all the tiny hidden references and jokes. There are so many silly nods and little tongue-in-cheek moments, which made it a fab project to work on. I loved designing all the cheeky characters and getting them looking like Love Islanders, in my style. The team put everything together so beautifully and the way all the 2D assets merge with my 3D elements looks great.”


Amplification for the film will come from out-of-home (OOH) activations alongside digital and social media posts.

“Turns out all those years of watching Love Island came in handy while drawing up the storyboards and trying to think of a few Easter eggs to sneak in there for the Love Island heads,” added in Kitchen.

“To make it even better, Leanne’s design style went down a storm at ITV who were looking to do something different this year. We were able to stay close to Leanne’s style while making the 3D and 2D elements work together. Our team was quick and our process was smart and has resulted in something enjoyable and memorable that gets people hyped for some summer viewing.”

Love Island returns this June on ITV2 and ITV Hub.

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