Mcann / Hogarth recently commissioned FutureDeluxe to produce a CG animated commercial for Nespresso that is really wonderful. OK, what am I saying pretty much everything FutureDeluxe does is wonderful. The short clip takes the viewer on a journey that travels through a variety of spaces. Each highlighting the colors and variety of Nespresso machines, all of which are designed to create an atmosphere reflective of the machine itself. The short is made up of 37 films, 44 CG products, and 40 key visuals that live in 7 unique spaces.
One thing that really stands out to me about this advertisement is the fact that you hardly see any Nespresso branding. You occasionally see the logo on a shopping bag or on the Nespresso coffee pod but that is it, and it works. The brand is so well known they don’t need to smack you over the head by plastering the logo in every single shot. Not only that but the spaces themselves continue to elevate Nespresso to be seen as the luxury coffee item that it is.
If you want to geek out a bit, the process real below shows how this was put together from a fairly high level. Sketches, style frames, animatics, wireframe renderings plates, and all. Personally, I love looking at this stuff. I find it absolutely fascinating.
With the announcement this week from Apple about the new AirPods Max a flurry of new advertisements promoting the hardware has hit the internet and the airwaves. While the headphones are truly a thing of beauty, and probably sound great I won’t be forking over $549.00 dollars to Apple any time soon for a pair. That doesn’t mean I can’t enjoy all of the eye candy that is popping up.
Case in point, AirPods Max — Journey into Sound from directing duo Vania Heymann and Gal Muggia. The two have put together a spacey, somewhat trippy Spot that shows off the great design of the new AirPods Max while promoting the high tech audio features. The spot is a one minute and thirty-eight-second experience that probably sounds fantastic on the new AirPods max or my surround sound system at home. (I’ll be watching this again tonight on my TV with the sound turned up for sure.) It’s visually stunning as well with some really nice CG effects, editing, and color grading.
The dream like state of the spot feels so fitting for a person getting lost in music while relaxing on the sofa. It is the perfect product/brand positioning for something that is “a perfect balance of exhilarating high-fidelity audio and the effortless magic of AirPods.” according to Apple.
I am a huge fan of Cinema 4D, and it is pretty insane just how much the tool has grown with each new generation. I mean if you think about it, When Cinema 4D was released in 1993 for the Amiga it was a solid tool, but there is no way the software on an Amiga system could have produced anything like what is in the video below. Frankly, there were no real desktop tools that could have produced this, which just goes to show how far computer graphics have come, and how we take their power for granted most of the time. I have been working with graphic design, animation, and editing software for more than 20 years, and if someone had asked me to produce this back in 93 I would have laughed.
This video was created by ManvsMachine to showcase the new tools and functionality in Maxon’s latest release of Cinema4D. “Versus” is a CG short inspired by the dualities suggested in the studio’s own name. This is a visual stunner that not only features great CG animation, but some really solid sound design which helped inspire the video. If you have them, put on your headphones. If you don’t turn up the sound on your speakers. I’ve also include the making of video to show you how it was done.
While thousands of people head off to the SXSW in Austin this week, there is another conference taking place in Cincinnati. The multicultural design conference OFF 2013 started two days ago in the grand state of Ohio. The video below is the opening title sequence for the conference. It features great animation, video and CGI work plus really nice sound design. Do yourself a favore and watch this wearing headphones. Now with all that said, one of the things a video like this needs to do is build buzz, build excitement about the speakers, and the content that will be presented. I think this two minute short does that hands down. The visuals are exciting with titles juxtaposed in ways that make you want to see the speakers. All of this is enhanced by music and sound design that builds a certain amount of good tension. This video makes me wish I had gotten my act together and signed up for this conference when I had the chance.
Offf Festival has been a multicultural design conference event for years. From the beginning, I wanted to explore a different approach. Titles was executed with diverse ranges of techniques to underline sub-context, gathering different imagination, disciplines, mediums and artists.
Used techniques vary from computer graphics to live action, macro photography to photocopy art. One single concept unifies the variation. It is the simplicity. In contrast with the strong imagery typography plays a subtle role, placed in the centre with only two weight variations of a geometric typeface.