Enzo’s Monday Motion #175: Experimental
To create new and refreshing work one simply needs to experiment. You never know what kind of happy accident leads to an interesting angle. And more importantly: if it can lead to a (commercial) project.
Documentary Channel CCTV commissioned JL design to deliver a set of refreshing tv idents. Playing around with motion trackers and a render farm they delivered an interesting compilation.
To emphasize the emotion of each ident, director duo Rimantas Lukavicius
and Giedrius Paulauskaswe decided to use different textures of steel, wood, and glass. Steel reflects an old Chinese motto that true power is mastering yourself. Wood represents youthful energy, colourful happiness is the engine of father’s and his daughter’s joy and for the final ident two lovers visualize fragility and vitality of love.
To explore the possibilities of Python in Cinema 4D, Russian CG-artist Pasha Ho played around with scale.
A great example how one (smart chosen) variable can result in an interesting concept.
All-round creative Simon Pyke doesn’t only create his own music, he also designed his own artwork. One still was simply too easy, so Pyke created a two minute CG animation.
Pioneering is definitely his core skill. Pyke also creates commercial work for brands like MTV. Check out his portfolio website for more interesting work.
Absolut has a strong visual identity that distinguishes them for the rest. Early on they adopted the art-scene to create interesting visuals that represent their iconic bottle.
The best part of it (from Absolut’s point of view) is that they didn’t have to pay for it! CGI studio Ouchhh just wanted to play around (and ideally get tons of free publicity 😉 Win-win.
A lot of brands avoid experimental work. Simply because the chance of reputation-damage is too big. This not only goes for outspoken creative work, even more for outspoken (political) statements. Nike is a great example of a brand that always speaks what on its mind.
With the hashtag, Nike stands strongly behind everyone who is different from the average and encourages them to always be as you are. The experimental video is therefor a logical (and strong) chosen style. Produced by Section80 & Luca Finotti Studio and edited by Federica Intelisano.
Musician Max Cooper and filmmaker Kevin McGloughlin are creatives that bring out the best in each other. Cooper got inspired on his high-speed train rides with the mesmerising morphing motion of the passing scenery.
Together with McGloughlin the went on a journey where they experimented with time and space.
The video is a mash-up of photography and realtime footage all shot in Ireland. McGloughlin not only composed the visual effects in post but also with in-camera techniques. I love the simple effects where he blends day and night footage or simply mirrors it. He truly masters the art of patterns.
Commercials aim to convince you of a brand’s benefit. A beautiful but challenging solution is the so-called one-taker where cause and effect are captured in one single shot. Five examples where brands and creatives bring out the best out of each other.
Enzo Greco is Motion Director at Born05.