It’s almost that time of year 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 host Leanne Rule and director Kitchen to create a daring advert reflecting the ‘Love’ campaign idea. We own it.’
The spot uses a mix of charming character design and thoughtful storytelling to bring iconic moments from Love Island’s history to life – including nods to the villa’s iconic landmarks, slow-motion entrances and return of beloved Ellie Belly.
“There was so much room to have fun here. The whole team was creatively on the same page and that made it really easy to get stuck,” said Brighton-based Rule.
“My favorite thing is definitely all the little hidden references and jokes. There are so many silly nods and little ironic moments, which made this a fabulous project to work on. I loved it designing all the cheeky characters and making them look like Love Islanders, in my style The team put everything together so nicely and the way all the 2D elements merge with my 3D elements is 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 when putting together storyboards and trying to think of a few Easter eggs to sneak in there for Love Island heads,” added in Kitchen.
“To make it even better, Leanne’s design style was all the rage at ITV who were looking to do something different this year. We were able to stay close to Leanne’s style while still making 3D and 2D elements work together. Our team was quick and our process was smart and resulted in something enjoyable and memorable that keeps people watching in the summer.
Love Island returns in June to ITV2 and ITV Hub.
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