This piece was something special from the very beginning. We were so inspired create an immersive world through the three symbols that Niven had developed.
In this animation’s world, minimalism was the name of the game, so we knew we that each visual asset had to be special and well thought out.
Creating a world that starts micro, transforms its landscape and characters, grows to the size of a city, and never cuts the camera were just some of the technical challenges we faced and conquered.
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The Niven Marketing Group asked us to come up with an animation that would highlight their new marketing strategy called “Reinvent Retail”.
They had three symbols that they wanted to portray as working together to better the point of sale experience and they wanted it to be fun.
Of course, our imaginations immediately began to run wild, and we ran with them.
We developed a story concept that personified each of the three symbols as characters in an inspiring and expanding world and working together to make something great happen.
A clay-like work, no camera cuts, and shallow depth-of-field were key in making the colors and symbols 'pop', and allowed for a growing sense of scale, while still keeping a fun micro-scale feel throughout.
In the retail world, every component is part of something bigger, and this animation shows Niven's approach to making the entire experience better.
