What happens when the tools of the game become the game? That was the question driving this new 3D animation Laundry created as part of a sweeping promotional campaign for Logitech’s latest G3 series. The challenge wasn’t just to showcase a mouse, keyboard, and headset, but to transform them into characters with presence, personality, and purpose. Each piece of gear was given its own unique abilities and strengths to show how they work together to bring players the best experience possible. Laundry took extra care to find some of those exciting gaming moments that makes viewers feel something rather than simply listing off specs.
The real creative puzzle was building a world that felt alive and eclectic without ever losing the thread of the brand. Using the client’s design language as our palette, we constructed environments that were bold and surprising at every turn, yet unmistakably cohesive. A gaming world that could shift in tone and texture from scene to scene, but always felt like it belonged to the same universe. The end result was an animated campaign that elevates and mythologizes the product line. When you design a world around that idea, it doesn’t just grab attention, it pulls players in!
Credits
Laundry Executive Creative Directors: Tony Liu, Jayson Whitmore Creative Director: Ryan Brant Executive Producers: James Sweigert, Emily Rivvers, Keenan Hemje Head of Production: Pip Malone Producers: Kelly Koppen, Ben Rejzer Production Coordinators: Seth White, Sophi Boylan
Storyboards: Nick DeStefano, Steve Curcuru 3D General: TACTYC, Beto Moheno, Felipe Goldsack, Fabio Lamarche, Jon Lorenz, Mark Feldman, Micah Fitzgerald, Patrick Clarke 3D Design: Ben Girdwood Compositing: Wade Ivy, Nicholas Kaye, Brinton Jaecks Pipeline & Technical Director: Mike Penny Rendering: Alan Ng Music: Gavin Little Senior Editor: Justin Freedman Assistant Editor: Seth White
Logitech Creative Directors: Karl Keily, Roseanne Overton Associate Creative Directors: Demian Kendall, Angela Lai Art Director: Conor Rechtschaffner Creative Producer: Sasha Morris
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What happens when the tools of the game become the game? That was the question driving this new 3D animation Laundry created as part of a sweeping promotional campaign for Logitech’s latest G3 series. The challenge wasn’t just to showcase a mouse, keyboard, and headset, but to transform them into characters with presence, personality, and purpose. Each piece of gear was given its own unique abilities and strengths to show how they work together to bring players the best experience possible. Laundry took extra care to find some of those exciting gaming moments that makes viewers feel something rather than simply listing off specs.
The real creative puzzle was building a world that felt alive and eclectic without ever losing the thread of the brand. Using the client’s design language as our palette, we constructed environments that were bold and surprising at every turn, yet unmistakably cohesive. A gaming world that could shift in tone and texture from scene to scene, but always felt like it belonged to the same universe. The end result was an animated campaign that elevates and mythologizes the product line. When you design a world around that idea, it doesn’t just grab attention, it pulls players in!
Credits
Laundry
Executive Creative Directors: Tony Liu, Jayson Whitmore
Creative Director: Ryan Brant
Executive Producers: James Sweigert, Emily Rivvers, Keenan Hemje
Head of Production: Pip Malone
Producers: Kelly Koppen, Ben Rejzer
Production Coordinators: Seth White, Sophi Boylan
Storyboards: Nick DeStefano, Steve Curcuru
3D General: TACTYC, Beto Moheno, Felipe Goldsack, Fabio Lamarche, Jon Lorenz, Mark Feldman, Micah Fitzgerald, Patrick Clarke
3D Design: Ben Girdwood
Compositing: Wade Ivy, Nicholas Kaye, Brinton Jaecks
Pipeline & Technical Director: Mike Penny
Rendering: Alan Ng
Music: Gavin Little
Senior Editor: Justin Freedman
Assistant Editor: Seth White
Logitech
Creative Directors: Karl Keily, Roseanne Overton
Associate Creative Directors: Demian Kendall, Angela Lai
Art Director: Conor Rechtschaffner
Creative Producer: Sasha Morris