(Santa Monica, California--August 26, 2014) Design and animation studio STATE Design was recently commissioned by the organizers of the popular motion Conference to create the open for the 8th annual event, which took place in Albuquerque, New Mexico from August 15 - 18, 2014.
Building on the conference tagline, “Feed Your Creative Brain,” the mixed-media opening (:90) features a combination of stop-motion, 3D and 2D animations. The vibrantly surreal sequence visualizes a sensory reboot, challenging creatives to experience the world around them in new ways.
To view: http://statedesign.tv/portfolio/motion-2014/
“Because of the tight deadline, we weren't able to see the final piece until the afternoon before motion 2014 began,” says Elaine Montoya, Chief Imagination Officer at motion.tv and the motion Conference. “It was love at first sight!”
“We both loved the piece, and truly appreciate the enormous amount of work that went into creating it,” adds Becky Padilla, Co-Founder of motion.tv and Co-Producer of the Conference. “[STATE Design Partner/Creative Director] Marcel Ziul and his team outdid themselves.”
“‘Change the way you see things’ has always been a creative mantra for me and the company,” remarks Ziul, who was also a featured presenter over the course of the three days. “It’s the primary way I ‘feed my creative brain’ – to borrow from the motion tagline. The collaboration gave us a long-awaited opportunity to envision something so fundamental to our own process while exciting and inspiring others.”
Early on, the STATE team decided to use the senses of sight, sound and taste to shape the visual narrative. This included shooting practical elements in-house, such as hands, balloon shapes, food products, and a model tree. They then used After Effects to put everything together with the 3D elements. In the end, the piece was created out of 26 completely different shots.
“This idea of seeing design everywhere really resonated with us,” explains Joe Nash, STATE Design Partner/Executive Producer. “We’re bombarded with everything life throws at us that we need to exercise our creative muscles and truly try to see things from a new perspective. It’s what we’re constantly being asked to do as artists.”
Since the concept of the open is equally sound-driven, it was critical for STATE to partner with audio company Hobo Audio in the very early stages. Ziul says that Hobo was able to help them develop and refine the story as they were designing and animating the piece.
“We really wanted this piece to be a collaboration of everyone involved,” says Nash. “It takes a team of people to create something great, and everyone’s input is invaluable. We love learning new techniques, tackling new challenges and always pushing ourselves to create better work.”
“Elaine [Montoya] and Becky [Padilla] work so hard on the show and we love their passion for motion graphics, so we were excited to deliver something unpredictable and atypical from other conference opens,” concludes Ziul. “The response has been way beyond expected.”
Creative Director: Marcel Ziul
Executive Producer: Joe Nash
Producer: Tais Marcelo
Art Direction: Marcel Ziul, Vinicius Naldi
Design/Animation: Marcel Ziul, Vinicius Naldi, Jon Lorenz
Animation: Vincent B. Wang
Junior Designer: Vitor Bonates
Balloon Artist: Luciana Oliva
Talent: Kris Lucas, Cintia Lopes
Lead Sound Designer / Mixer: Max Holland
Sound Designer / Composer: Diego Jimenez
Composer: Stephen Davies
About STATE Design:
STATE Design is a boutique design and animation studio founded on the premise that direct access to and communication with your creative and production teams will always yield the best results. We believe in strategically staying small to maintain a personal connection with our clients, but we also believe in dreaming big creatively.