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23 August 2019

How do you like me now?

by Andrew MacGregor


The Circle: “Metamorphosis” - 60s

Emma Willis finds herself in an identity crisis in this clever promo for Channel 4's The Circle, which sees the presenter undergo a variety of transformations to convey the programme's zest for online alter-egos. As a shapeshifting Willis sagely reminds us, being yourself takes on a whole new meaning once when we log in.

Directors Smith & Foulkes run with the concept here, turning Willis into a tattoo nut, a walking emoji, and a pink animated kitten, among other things. Even if Willis's performance isn't quite as dynamic as the visuals, there's enough to tempt curious viewers into a world of avatars and online chicanery.


Creative Agency: 4 Creative Ⓟ Ⓦ
CCO: Chris Wood
ECD: Alice Tonge
Creative: Jonas Roth / Rasmus Smith-Bech
Film Production: Nexus Studios Ⓟ Ⓦ
Director: Smith & Foulkes Ⓟ Ⓦ
Cinematographer: Simon Richards
Sound Design: Factory Ⓟ Ⓦ

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