We have 3D cinema, we’re about to get world cup matches in 3D this summer, so what about 3D radio? A few years ago, Colin Murphy and I did this press ad for a radio production company in Dublin called Reelgood Studios. The idea was simple: On radio, you’re not restricted by what you can do. If you want the universe to explode but you only have €100 to spend on SFX, then you can. Considering how creatively flexible the medium is, I’m constantly surprised by how rarely it is used to great effect. Probably the best example of it being used brilliantly would be The Hitchhiker’s Guide to the Galaxy.
But it doesn’t have to be Sci-Fi to utilise the medium to dramatic effect, Milton Jones’ sketch show on BBC Radio 4 takes us back and forth in time on far flung adventures that would need a budget the size of our national deficit if it were to be produced on TV.
Agency: Owens DDB
Copywriter: Colin Murphy
Art Director: David Milligan-Croft
Client: Reelgood Studios