Tasked with creating the title sequence for Mad in Spain’s 2014 international design and creativity event, Sebas & Clim have decided to go for concept above all else.
“It is the rawest and most mature piece we have ever done. We wanted to experiment with a variety of techniques knowing full well that technique is not the most important thing to take into account when delivering a message. All techniques are valid, all of them. The concept is what really makes us think and appreciate the message.”
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We used connection as common thread for presenting the speakers and the activities of the festival. CONNECTION is a link between two or more different elements. It is what makes us believe we are part of a whole. The link between you and me could be anything. A relationship or connection can be casual, irrational, or surrealist. Creativity is the result of the associations between different concepts and experiences. Analogies are unexpected comparisons or clever similarities found in between two different elements.
Starting from the simplest graphic expression (the dot) we go through 90 connected concepts ending up with the representation of Madness as a link to MAD festival’s name.
If you feel curious you can try to undo our creative work and see if you can guess all the connections, some more obvious than others."
Client: Mad in Spain
Directed & Produced by: Sebas and Clim
With the Special Collaboration of: Guillaume Mégroz
Music & Sound Design: Aimar Molero
Director of Photography (Life Action): Àlex Sans
Assistants: Carolina Dexwik + Guillaume Mégroz
Model: Silvia Giménez
Additional Animation: Juan Buscarons