Soho, U.K.-based The Hive, a 3D animation company, has completed a series of idents to promote the launch of Flextech Interactive’s brand-new digital TV cable channel, SceneOne. Launched on July 5, 2000, SceneOne is the first-ever television channel to be developed from an Internet site, and focuses on music, film and entertainment. The Hive created three idents – "The Club Scene," "The Film Scene" and "The Gig Scene" - to reflect the hip style of SceneOne’s three main weekly review programs. "The brief was to create a filmic non-3D look even though 3D elements formed the backbone of the project," said Andy Howell, The Hive 3D animator. "Using three static Photoshop images as reference material, we generated background elements in Maya and created flying 3D elements. We also added blurs and glows and ‘earthquake’ and strobe lighting text effects. The compositing was carried out in After Effects, and we worked with over 20 graphics-intensive layers to create a sense of movement and depth." Tobin Goffe served as creative director for Flextech and Debbie Darby produced at The Hive.