BritBox reveals 14-hour one-shot film tribute to British tv

UK – In a bold stand against CGI and AI imagery, BritBox’s latest campaign See It Differently brings back the magic of real-time filmmaking. Created by Uncommon and directed by Nicos Livesey of Blinkink, the advert features a 14-hour, one-shot sequence showcasing a range of British tv genres, from period dramas to crime shows. However, the final tv spot runs just 90 seconds.

Captured in a single take, the film follows a central actor through four meticulously crafted sets, each representing a different genre. Over 50 crew members worked behind the scenes, swapping make-up and costumes, and even replacing camera shutters mid-shoot. 

‘It had to be one shot and done for real,’ says Uncommon’s Sam Walker. ‘If we’d cut away, the viewer would feel cheated.’ Instead, the campaign celebrates the laborious and rigorous artistry and tv production, from on-set prosthetics to intricate set design. 

Aimed at breaking BritBox into the US market, the campaign is both a technical triumph and a heartfelt homage to British storytelling craft. 

Read our newly released report Heritage Brand-umentaries to understand how companies are embracing cinematic documentaries and extended storytelling to spotlight their origins, craftsmanship and cultural legacy.