Behind the Scenes: Making SEA LIFE London More Accessible

Attractions like aquariums and museums are designed to inspire curiosity, education, and discovery. But for many visitors, especially those who are deaf or hard of hearing, accessing the same level of information can sometimes be challenging.

That’s why we were delighted to work with SEA LIFE London Aquarium, the flagship attraction operated by Merlin Entertainments, on a project aimed at making the aquarium more accessible through the power of video.

The result was a series of sign language videos that now help visitors explore the attraction in a way that feels natural and engaging.

SEA LIFE London had identified an important accessibility challenge.

Through their research, they discovered that many deaf visitors do not use written English as their primary language. While the aquarium features extensive signage explaining the species and environments on display, written text alone can sometimes make it harder for some visitors to fully absorb the information.

The goal was to create an alternative way for guests to learn about the exhibits.

The solution was to produce short videos presented in British Sign Language that would explain the same information visitors see on the exhibit signage throughout the aquarium.
To make the videos easy to access, QR codes were installed next to signage around the attraction. Visitors can simply scan the code with their smartphone, which takes them directly to a page where the video plays instantly.

This allows guests to explore the aquarium while receiving information in a format that feels far more accessible and engaging.

All filming took place backstage at the aquarium in London, where our team set up a compact green screen studio for the shoot.

Using a single-camera setup with a Sony FX6, we captured the presenters performing the sign language interpretations of the scripts.

A green screen approach allowed us to place the presenters into branded environments during post-production, ensuring the finished videos felt consistent with the SEA LIFE visual identity while keeping the shoot flexible and efficient.

Our crew involved in the production included, a senior videographer, producer, SEA LIFE London brand manager, two BSL presenters and two British sign language experts.

Over the course of a full filming day, we captured more than twenty individual videos covering a range of aquarium zones and species.

These included sections such as:

•  Rainforest
• Ray Lagoon
• Coral Kingdom
• Penguins
• Rockpools
• Sharks
• Seahorse Kingdom

Each video provides clear and engaging information about the animals and environments visitors encounter as they move through the attraction.

Producing sign language content requires a careful and collaborative process to ensure everything is communicated accurately and clearly.

The scripts were initially written in English and then reviewed by the presenters, who interpreted the information into sign language for the camera.

During filming, sign language experts carefully monitored each performance to ensure the signing:

• Followed established conventions
• Remained accurate to the original information
• Was clear and easy for viewers to understand

At the same time, the interpreters verbally explained what the presenters were signing during each take. This allowed the post production team to follow the meaning of the content throughout the process and ensure the final edits remained aligned with the intended message.

This collaborative workflow ensured the finished videos were both accurate and accessible.

After filming, the editing process began.

Using chroma key techniques, we removed the green screen backgrounds and tested several visual environments with the SEA LIFE brand team to ensure the final look felt consistent with the attraction’s identity.

To make the videos even more engaging, we also incorporated imagery of the species being discussed. This helps reinforce the information while giving viewers additional visual context alongside the sign language presentation.

Once finalised, the videos were delivered to the SEA LIFE website where they are hosted using private YouTube links and accessed via the QR codes placed throughout the aquarium.

The new accessibility feature was launched around National BSL Day as part of SEA LIFE London’s commitment to making the attraction more inclusive for all visitors.

Now, when guests explore the aquarium, they can scan QR codes throughout the venue and instantly access sign language videos explaining the exhibits around them.

This simple but powerful integration of video technology allows deaf visitors to experience the attraction in a way that feels far more natural and informative.

The feedback received since launch has been overwhelmingly positive, with visitors appreciating the ability to engage with the exhibits through British Sign Language.

At Incite Video, we’ve filmed at a wide range of attractions and theme parks over the years, creating content designed to promote visitor experiences. But this project felt particularly special.

Rather than simply showcasing an attraction, this work helps transform how some visitors experience it altogether.

Even though the format of the videos is a simple concept, the impact can be significant. By making information accessible in sign language, SEA LIFE London is helping ensure that more visitors can fully engage with the stories, animals, and environments inside the aquarium.

It’s incredibly rewarding to know that the content we helped create is playing a role each day in making visits more enjoyable and inclusive for families and guests.

We love using the power of video to enhance visitor experiences, and we’d welcome the opportunity to work on more projects that help attractions become more accessible and engaging for everyone.

If you’re looking to make your visitor attraction more accessible through video, we’d love to help.

From sign language content to interactive QR video experiences, our team can help bring your information to life in ways that connect with every visitor.

Learn more about our work at Incite Video or get in touch to discuss your next project.