Post Magazine

June 2018

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www.postmagazine.com 38 POST JUNE 2018 BROADCAST DESIGN lready Been Chewed (ABC) (www.alreadybeenchewed.tv), the Dallas-based, design and motion graphics studio, best known for its edgy motion graphics design sensibil- ity that connects brands such as Nike, Under Armour, Adidas, Vans, Nixon and Malibu Boats with popular and sports culture, recently helped turn New York City "Tiffany Blue." Working in conjunction with The Mission studio in Brooklyn, ABC recently delivered 3D motion graphics content for the new Tiffany & Co. "Believe in Dreams" campaign, and debut of the new Tiffany Paper Flowers jewelry collection. The promotional campaign for the contemporary Paper Flowers collection features actress Elle Fanning and rapper A$AP Ferg, who team to create a re- make of the classic song, "Moon River." ABC, long time users of Maxon's (www.maxon.net/en-us) popular 3D animation and motion graphics appli- cation, Cinema 4D, used the software to create 3D animated scene content for a 25-foot LED clock face that was mounted on the front of the Tiffany flagship store on 5th Avenue in New York City. Each of the scenes could be triggered by hash tags via Twitter, set up by The Mission, so that viewers could make one of the many animated scenes play back on the clock. Post had a chance to speak with Barton Damer, creative director at ABC, about the scope of the project and the challenges the studio faced creating content for the celebrated brand. What was your initial reaction when ABC was contacted to participate in a campaign on behalf of Tiffany & Co., one of the world's most formidable brands? Why ABC for this campaign? "There's been a big push with lux- ury brands like Louis Vuitton and Gucci embracing street wear/hip hop culture. Tiffany has always been the standard for luxury diamonds and as a result has been an iconic symbol mimicked for years by skateboard brands, hip-hop artists and sneaker collabs. Our successful design partner- ships connecting global brands to core markets made this campaign a perfect fit. We're inspired by hip-hop artist A$AP Ferg, who is also a part of the campaign, and huge fans of the whole ASAP mob which made the project especially rewarding." Tell us about the scope of the creative brief ABC worked from. "The Mission was awesome to work with! The style of the creative brief for the campaign was established by Tiffany and executed by the Mission. The LED screen was installed above the entrance to the Tiffany store and included sound design that supported all of the visuals. Our job was to inter- pret the artistic concepts and elevate the execution of the ideas through animation on the clock installation. We produced a variety of scenes and animations that would run around the clock 24 hours a day; for about three to four weeks." ABC turned the motion graphics around quickly. "Yes, we turned content around in about a two-week timeframe. When the Mission first contacted us, we were too slammed to take on the project. We had previously given them a capa- bilities presentation and realized the implications of being able to work with a brand like Tiffany, so we scrambled; brought on freelancers to help finish out some other projects we were work- ing on...and made it happen! "Tiffany was involved with approvals every step of the way. The Mission, of course, deserves the credit for having such a cool client like Tiffany. But, we did receive payment for the job directly from Tiffany that arrived in a Tiffany Blue envelope!" The animated clock content changes to show various scenes of the new jewelry pieces, Tiffany founder, Charles Lewis Tiffany, people walking by Tiffany's wearing shirts in Tiffany Blue, Elle Fanning looking into a Tiffany window and more. How much of that content did ABC provide? "ABC created approximately eight different animated scenes. We worked with the production team to provide 24-hours of animated clock face con- tent that would keep real time and then display a new scene every 15 minutes. Content included spray paint effects, animations of the Tiffany Paper Flowers 'Firefly' jewelry designs, to simulations of liquid Tiffany Blue paint dripping over the watch face." Was ABC responsible for creating the digital watch face? "ABC recreated the digital watch face based on an actual product that Tiffany sells. The Mission created additional video footage that displayed on the LED clock face as well." ALREADY BEEN CHEWED TURNS NYC 'TIFFANY BLUE' STUDIO EMPLOYS CINEMA 4D FOR NEW TIFFANY & CO. CAMPAIGN A Street views of Tiffany's campaign at its Fih Avenue store.

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