Sophisticated and fragile clock mechanism narrates story about time, which is required for the perfect beer to be born. Each layer of luxurious clock symbolizes the key stages of brewing. It all starts with the golden barley harvest and ripe hops. Later we find ourselves in the sea side town where brewing tradition has been carried on for many years. Finally all highly polished layers spread out revealing the result of this journey. It’s about time - glowing bottle of beer, crafted in its own time.
Creative Agency: Not Perfect | Y&R
Production Company: La Moustache
Director: Rimantas Lukavičius
VFX / Design Comapny: KORB
Music & Sound Design: ECHOLAB
Composers: Tobias Norberg, Gavin Little
Sound Design: Gavin Little, Joe McHugh
Year of completion: 2012
Show package produced in partnership with MTV, for the 19th annual MTV European Music Award, broadcasted live from Frankfurt’s historic Festhalle on Sunday, November 11, 2012.
We created and directed a 20 second sequence, and opener, bumper and closer alterations from 2 to 20 seconds length, revolving around a huge Zoetrope, a fast-moving carousel which evokes the illusion of motion through a fast succession of static elements which come to life with a stroboscopic light.
The animated sequence is a journey through time and space, transcending the ancient Zoetrope concept which stems from pre-Christian Chinese culture to our modern global society. A band lives the American Dream, symbolizing the ascent of a basement musician to stardom across the horizontal zoetrope layers. They move from the underground scene to stardom with the help of their fans and social networks, finally reach the top of the carousel and perform at the MTV EMA.
The realization of the main trailer and more than a dozen alterations raised technical challenges and led Sehsucht to finding unique solutions. To be able to create an extremely realistic look, Maxwell Render was chosen as render technology. 3D design was implemented in the character design at an early stage.
The tool Pixologic Sculptris enabled intuitive character work by designing 3D characters and using the models instantly. Animating the elements was a further challenge since the complete zoetrope is a virtual scale model, nothing is faked. Therefore, everything had to work in loops built in 24 single 'sculptures'.
Client & Lead Creative Direction: VIMN MTV World Design Studio, Milan/Italy
Creative Director: Roberto Bagatti
Associate Creative Director: Anna Caregnato
Art Director: James Walpole/Carlos Carrasco
Senior Designer: Giorgio Schwarz
Senior Producer: Cristina Mazzocca
Coordinator: Beatrice Cardile
Production Company: Sehsucht Berlin GmbH & Co KG, Berlin/Germany
Director: Mate Steinforth
Artists: Remo Gambacciani, Helge Kiehl, Florian Panzer, David Weidemann, Christian Zschunke
Producer: Christina Geller, Christian Jacks
Music: Nikolai von Sallwitz, Sound Architecture
Cinema 4D, After Effects, Maxwell Render, Sculptris
3D animation isn't always about crazy explosions or dancing consumables. Sometimes you get to develop something super slick and elegant, like Tink. This is 3D motion designed infographics. It's multilayered, integrative and it flows - this style can be as simple or as complicated as your message demands. And it's so hot right now. Seriously.