FutureDeluxe for Life In 2050

FutureDeluxe creates this lovely generative ident for the Life in 2050 exhibition, curated by Transmission. Programming by Matt Pearson.

Rob Chiu Interviewed On YDA

Rob Chiu interview featured on YDA Searchlight

Spring Cream Update

We’ve updated the Cream ‘o the Crop studio list and included the results of the latest People’s Choice poll. We’ll conduct another poll in the fall. Thanks everyone!

D&AD Nominations and In-Book Annouced

D&AD Nominations and In-Book Annouced

onedotzero submissions are now open. Deadline is June 30th.

onedotzero submissions are now open. Deadline is June 30th.

Buck brings color (swatches) to Sherwin-Williams’ world

Update: Buck kindly created a making of video for Motionographer to break it down for yall. Also, I sat down with creative leads Orion Tait, Benjamin Langsfeld & Joshua Harvey and asked them a few questions about the project. Watch and learn.

Buck’s latest animation explores a world created by color swatches for paint manufacturer Sherwin-Williams. The first part of a bigger campaign, Buck plans to release two more spots to follow this, which according to creative director Orion Tait, has allowed “a bit more story-telling, which is a natural evolution for the campaign and has officially made this job an office favorite. We love working in the space where storytelling, design and animation meet.”

One of the things I dig the most about this animation is a technique they utilized to pull the spot off within the considerable time constraints they had. I asked Orion if the color grading for the spot was a nightmare since Sherwin-Williams would be considerably more picky then most client on the accuracy of their color choices (imagine color comments along the lines of, “this looks more like Husky Orange than Rave Red”..real names by the way). Orion told me that in order to relieve some of that pressure on the 3d end of the pipeline, Buck decided to render their scenes in grayscale and handle all the color and paint names completely in comp. Making for a much more interactive and controllable color correction experience for Buck.

This technique also accidentally lead to a more unique, illustrative look to the entire spot. A happy accident that creates a gray under-painting to the entire spot leaving it looking..well, more painted then most cg spots would otherwise.

Watch Paint Chips

Credits:

Marvel vs. Capcom 3

Marvel vs. Capcom 3: Fate of Two Worlds teaser trailer