Currently rolling out across print, press and online is our campaign for legendary club Cream’s 17th birthday celebrations.

Cream have a long tradition of re-interpreting their iconic logo in different creative treatments. We wanted to continue this tradition but move away from a completely computerised response. By photographing real TV screens and combining them with computer generated graphics we have created a bold, vibrant and distinctive graphic that blurs the line between the real and the virtual. To achieve the end result, we shot a monitor in seven different positions using a cardboard box dummy to enable the correct positioning and accurate shadow detail. Further detail such as fluorescent tubes and cables were computer generated and the graphic was matted onto the screens in post.

James Barton, Cream CEO comments: “We were really pleased with the work Corporation Pop did for this year’s Creamfields and Cream Ibiza so they were a natural choice for our birthday celebrations. Creamfields is looking like it will sell out for the first time in eight years so we hope the creative concept for our anniversary will generate just as much excitement and interest.”

Cream’s 17th birthday celebrations take place on 10 October 2009 at Nation in Liverpool from 10pm to 6am.