Casa de filme 9
Work delivered: Brand Design, Animation Supervision
Animation: All Mad Studio
Another beautiful co-op story with my friends at animation powerhouse All Mad Studio. Let's take a quick look at how this project came to be.
The brief:
What's the first thing the audience sees, when a movie starts? It's the studio's logo. Casa de Filme 9 were busy delivering a cinema sensation, but had no time to think of their own brand. Now, they needed a logo, one that could set the mood and steer audience expectations.
The idea:
After several days of sketching and piling up dozens of ideas, one drawing stood out. Reveal the "9" glyph, emerging "from behind the curtains". This is a company whose work is seen in theatres, so the metaphor felt right.
The challenge:
However, 'feels right' isn't enough. This abstract solution did work, but felt somewhat incomplete. After all, there must be a million 'slashed glyph' logos out there. We needed a twist to make it unique.
Solution:
Bend the straight lines into a new, more organic shape. Suddenly, it's not so abstract anymore.
The final product
It was now up to All Mad Studio to deliver their magic. Instead of generating a plain mask & reveal sequence, they created a 3D volume for the "eye", and built controls in it, to generate credible eye movement. Coupled with shading, a subtle camera movement and inspired transitions for the typography, this animation fully delivered that mood the client was looking for.
Finally, let's take a quick look behind the curtains at the awesome joystick-driven animation rig, built in Adobe After Effects for this project.
If you enjoyed reading this, you'll absolutely love their film, Capra cu Trei Iezi, for which I also created some of the key art and posters. You can find it on Netflix, from March 23rd.
