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BBC “Square Eyed Boy” 2024

BBC “Square Eyed Boy” (2024) is a BBC commercial directed by Sam Gainsborough for BBC Creative, produced by Blinkink. It won one award: British Arrows 2024 Craft Silver — Animation: 2D & Stop Motion.

A claymation boy with glowing square eyes challenges the negative stereotype of screen time, revealing its potential for learning, connection, and broadening horizons.

Video: Sam Gainsborough on Vimeo

Shot by shot

  1. A claymation boy with blue hair sits on a rug, watching a glowing television screen in a dimly lit living room at night.© BBC0:00
  2. A stop-motion animated boy with blue hair and glowing square eyes looks up in a dark room, as if watching TV.© BBC0:07
  3. A claymation boy with blue hair and glowing white eyes stares blankly, illuminated by a screen in a dark room.© BBC0:09
  4. A claymation boy with glowing rectangular eyes sits on a bench next to a shaggy dog, holding a tablet at night.© BBC0:16
  5. A claymation boy with glowing rectangular eyes sits on a bench, holding a tablet, next to a shaggy dog at night.© BBC0:17
  6. A claymation boy with glowing eyes sits next to a shaggy dog, holding a game controller, in a window at night.© BBC0:20
  7. Three claymation characters with blue hair sit at a table in a cafe, looking at a tablet, as the boy's eyes glow with images of Earth.© BBC0:22
  8. A group of stop-motion animated characters are sitting at tables in a cafe, with one character's face distorting as they watch a glowing screen.© BBC0:27
  9. A claymation boy with blue hair sits at a desk in a classroom, looking at a tablet that shows math problems, as his eyes glow with numbers.© BBC0:33
  10. A young boy with a Viking helmet and glowing eyes sits on a rug, while a girl with blue pigtails plays with a sword in a messy living room.© BBC0:36
  11. Two animated female characters, one older and one younger, look at two screens showing painted legs in a colorful room.© BBC0:43
  12. Two claymation girls hold up screens showing painted women dancing, then the screens merge and distort the room around them.© BBC0:43

Stills © BBC. Made by BBC Creative, Blinkink and Sam Gainsborough.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Square eyes aren't bad; they're a window to a well-rounded world.

Tagline: “THIS IS OUR BBC”

misunderstood protagonistvisual metaphortransformationeducational contentchallenging stereotypesclaymation world

The cut

Length
60 s
Shots
21
Average shot
2.9 s
Format
stop motion

What creatives use BBC “Square Eyed Boy” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of BBC “Square Eyed Boy”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A claymation boy with blue hair sits on a rug, watching a glowing television screen in a dimly lit living room at night.© BBCA stop-motion animated boy with blue hair and glowing square eyes looks up in a dark room, as if watching TV.© BBCA claymation boy with blue hair and glowing white eyes stares blankly, illuminated by a screen in a dark room.© BBCA claymation boy with glowing rectangular eyes sits on a bench next to a shaggy dog, holding a tablet at night.© BBC
    Frames from BBC “Square Eyed Boy”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of BBC “Square Eyed Boy” in order, with its length, framing and what happens in it.

    A claymation boy with blue hair sits on a rug, watching a glowing television screen in a dimly lit living room at night.© BBCA stop-motion animated boy with blue hair and glowing square eyes looks up in a dark room, as if watching TV.© BBCA claymation boy with blue hair and glowing white eyes stares blankly, illuminated by a screen in a dark room.© BBCA claymation boy with glowing rectangular eyes sits on a bench next to a shaggy dog, holding a tablet at night.© BBCA claymation boy with glowing rectangular eyes sits on a bench, holding a tablet, next to a shaggy dog at night.© BBCA claymation boy with glowing eyes sits next to a shaggy dog, holding a game controller, in a window at night.© BBC
    Length: 60 s · Shots: 21 · Average shot: 2.9 s · Format: stop motion

  3. 03Ad ideas: every spot built on a visual metaphor

    Before you present an idea, you need to know who has done it, and how.

    BBC “Square Eyed Boy” is built on a visual metaphor. Search the library by idea to see every spot that uses it.

    Fire and Emergency New Zealand “You’re Cooked”© Fire and Emergency New Zealandtruth “Breath of Stress Air”© truthBeats by Dre “You Love Me”© Beats by DreEssity “Viva La Vulva”© Essity
    Fire and Emergency New Zealand · truth · Beats by Dre · Essity

More commercials by Sam Gainsborough

  • Co-op "Owned By You,Right By You" (2025) commercial still© Co-opCo-op “Owned By You,Right By You” 2025Dir. Sam Gainsborough · VCCPBritish Arrows Gold 2025
  • Paris 2024 "100 Days to Go - Welcome to the Paralympics" (2024) commercial still© Paris 2024Paris 2024 “100 Days to Go - Welcome to the Paralympics” 2024Dir. Sam Gainsborough · adam&eve\TBWA
  • International Paralympic Committee "We All Stand Together" (2024) commercial still© International Paralympic CommitteeInternational Paralympic Committee “We All Stand Together” 2024Dir. Sam Gainsborough · adam&eve\TBWA
  • Vienna Tourist Board "150th anniversary of the Vienna Central Cemetery" (2024) commercial still© Vienna Tourist BoardVienna Tourist Board “150th anniversary of the Vienna Central Cemetery” 2024Dir. Sam Gainsborough
  • Tate Britain "Reimagined Visions" (2024) commercial still© Tate BritainTate Britain “Reimagined Visions” 2024Dir. Sam Gainsborough

More from BBC Creative

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Questions

Who directed the BBC “Square Eyed Boy” commercial?

Sam Gainsborough directed it, produced by Blinkink, for the agency BBC Creative.

Which agency made BBC “Square Eyed Boy”?

BBC Creative created it for BBC (2024).

What awards did BBC “Square Eyed Boy” win?

1 awards, including British Arrows 2024 Craft Silver — Animation: 2D & Stop Motion.

What is the tagline of BBC “Square Eyed Boy”?

“THIS IS OUR BBC”

Sources for the credits and awards

britisharrows.com