Alan Sugar becomes a javelin and Ian Beale sobs above Wimbledon in brilliantly silly iPlayer campaign

Prettybird director Yousef, known for his VFX work with the likes of Michael Kiwanuka and Dizzee Rascal, has worked with the BBC on a surreal campaign for iPlayer titled Like Nowhere Else. The series of short films celebrates both iconic live moments and stars of its programming, from Ian Beale to Louis Theroux, by placing them in silly and hilarious scenarios, aiming to highlight the eclectic and unique nature of iPlayer’s content.

One sees notorious wet blanket Ian Beale crying tears that become rain above a crucial match at Wimbledon, calling a halt to the action with the commentator quipping, “Thanks a bunch Ian Beale”. Another sees Alan Sugar’s “You’re fired” finger become ridiculously long and used as the pointy end of a javelin. Beloved presenters Louis Theroux and Clive Myrie are caught in a “never-ending cradle” in a peculiarly comforting spot, while David Attenborough encounters a snake that can spell in another remarkable film.

Across the initial 12 films, Yousef employed 3D animation, live action, archive footage, stop motion and illustration, collaborating with Smearballs, Dom Spall, Darri, Felix Von Liska and Dave Packer along the way.

BBC Creative says the campaign looked to pay homage to everything from grand slams and Glastonbury headliners to characters and catchphrases that “have become part of our collective consciousness”. Becca Pottinger, creative director at BBC Creative, adds that the concept looked to “celebrate the unique role that BBC iPlayer plays within British popular culture and position it as a one-of-a-kind destination. The idea gave us license to treat shows and characters in unexpected ways, building a world as unique as a Villanelle assassination, Ian Beale crying face and RuPaul putdown put together.”

The films are supported by an identity refresh, spanning OOH and social, designed by Mirjami Qin and illustrated by Tim McDonagh, Jim Stoten and Benson Chin. Like Nowhere Else is currently rolling out on social, OOH and TV.