Title | D&AD TITLE SEQUENCE 2014 |
Brand | D&AD |
Product/Service | D&AD |
Category |
A07. BROADCAST DESIGN & GRAPHICS |
Entrant Company
|
THE MILL London, UNITED KINGDOM
|
Advertising Agency
|
MILL+ London, UNITED KINGDOM
|
Production Company
|
THE MILL London, UNITED KINGDOM
|
Credits
Luke Colson |
Mill |
Executive Producer |
Oana Anghel |
Mill |
Producer |
Nils Kloth |
Mill |
Design Director/2d Artist |
Douglas Bowden |
Mill |
Design Director/Senior Art Director |
Oliver Harris |
Mill |
3d Lead Artist |
Matt Whitewood |
Mill |
3d Artist |
Daniel Budin |
Mill |
Editor |
Hugo Vaughan/Hughes |
Mill |
Edit Assist |
Brief Explanation
Our designers and animators set out to develop machines that represent the creative vastness, inspiration and process of design development. Every machine in the sequence unveils a piece of information to the user, whilst revealing it’s working and also being beautiful to look at. The piece is simple, yet also hypnotic with the images enhanced by intrinsic sound effects.
The Brief
Each year we are tasked with creating the opening title sequence, title slates and idents for the prestigious D&AD awards. With an open brief, the project is always a fantastic way for the team to flex their creative muscles and develop something truly inspiring.
How the final design was conceived
This idea is based on the initial concept of a 'Design Carousel.' The team opted to complete the whole sequence in 3D, enabling them to have full control over the workflow and creation of each machine. Everything was built and animated in Cinema 4D, utilising physics simulation and manual animation methods to achieve the working of all these machines. To achieve the best and most photo-real look, the lighting and texturing was completed in vRay.
Indication of how successful the outcome was in the market
The final product was played in-situ at the 2014 D&AD award ceremony across large screens, adding a sense of excitement, build up and atmosphere within the audience very successfully.