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.
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.
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.
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.
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.