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For innovation and originality one needs to break-free from the herd mentality. With design and aesthetics as its core, FutureDeluxe, headed by Andrew Jones & James Callahan, is a design and motion studio that is in constant pursuit of aesthetic innovation with every project it undertakes. Here, they give us an insight into some of the crucial aspects that makes them tick in the industry.

CG. With a wide array of projects from varied industries, what is your creative process like?

FD. Today’s commercial timelines are tight and short, therefore, exploration of new styles and production outside of projects is paramount; to gain knowledge beforehand to bring in a unique approach towards the project. Our creative process is different with every project that we work on, we strive to experiment and innovate every single time.

CG. How do you keep your team updated with the newest technology/ techniques and how does the research enable innovation in your work for diverse clients?

FD. With a broad spectrum of in-house designers and a bigger community of trusted partners and freelancers, the FutureDeluxe family in itself is the key to our diversity. Our interests within the company remain broad and we are always on the lookout for talented artists to collaborate with. It’s that collaboration and mix of styles and techniques which keep it interesting for all of us.

CG. What are the challenges faced when creating a moving, live-action narrative?

FD. The approach is very different. When working with CG and digital technology, gives us an opportunity to approach the project in unconventional ways. It allows us to explore and change direction regularly within the project timeline. We are essentially designing and experimenting all the way through the process which means we often stumble on looks and techniques which are happy accidents. However, working with the latest equipment and technology for experimentation or innovation also means a huge financial outlay on a regular basis!

With live action and more narrative based projects, the planning and scripts are written in advance and the production process follows a strict timeline and storyboard, especially with live shoots. You can’t experiment on set as much as you do in a studio!

CG. How important are aesthetics in story-telling?

FD. We are a design-led studio and aesthetics plays a major role in visual story-telling. However, we are aware of the wide variety of aesthetics prevalent in the industry which seems disposable in today’s age with the limited time span. Therefore, we strive hard to create something challenging, which has never been done or seen before, to make it more memorable.

CG. Apart from motion graphics, which are the other domains that your studio would want to explore?

FD. Emerging technology, films, and digital backgrounds are the key aspects of how we work and the style of work we want to make. Unintentionally, over the last two years, a majority of our commercial work has been CG based. This year we have been working on more data-driven work for a TV Chanel and a digital product brand. We are currently working on large-scale installations for two automotive brands as well.

CG. Experimental design is all about pushing the boundaries of technology. Can you cite one example from your body of work?

FD. We always try to do something new with every project undertaken. We used a great technique in our latest project, OFFF Titles where live-action macro footage was used to drive a particle FX system. This gave us incredible results.

Our procedural approach to all of our design work is the same where we create these techniques which are computational with varied results, while a more traditional and linear approach will give you only one outcome. These unexpected and varied outcomes are interesting and what excites us the most.

CG. Apart from stunning imagery, your designs visually connect with the audience and are successful in exciting the mass. What are the key points for consideration to achieve this?

FD. I think when you achieve to create something that’s new and original in today’s saturated content channels, it will always connect. Creating a reaction, good or bad is better than no reaction at all. We put our heart and soul into our projects and hope that it connects and resonates with people.

Published in Issue 40

We all have favourite TV shows and we passionately discuss the stories and characters of it. But sometimes, we tend to ignore the channel and its branding. Now with many different channels to choose from, we are experiencing many new branding overhauls to grab the audience’s attention. In this issue, we focused on Motion Graphics design and people behind some awesome channel rebrandings.


If you are interested in moving design or animated content then this issue is a must-read for you!


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This universe revolves around the concept of motion. Even when stationary, our lungs expand, heartbeats and leaves quiver in the wind. Motion is our second nature. Hence, the importance of motion in design cannot be understated.

The correct motion and interaction design can profoundly impact the users’ experience, enhance product engagement, and extend the reach of communication design. Here is a list of the latest trends from Motion & Interaction Design for the year 2021.

01 Reel it in

Motion & Interaction Design

 

Instagram and TikTok have firmly established the importance of social media in business and marketing. These are no longer just a fad for the youngsters, but a powerful and persuasive tool of communication. Hence, the immensely popular feature, Reels, a short thirty seconds video format of content publication, is now used by established businesses and industries to promote themselves and extend their reach. This is one trend that is here to stay.


02 Glorious come back

Animation “Bear with Me” by Lavanya Naidu

Animation “Dim sum time” by Wakana Yamazaki

Do you remember watching Loony Tunes and Tom and Jerry? If you recollect these memories with a fond smile, then you’ll be pleased to know that cartoons are back. Cartoons and animated storytelling formats are some of the hottest trends of 2021.


03 Something Symbolic

We spoke about the importance of motion and the increasing prevalence of animation; now consider bringing those together and applying them to Logos. That’s right, slickly animated logos are the must-try trend for this year. Smooth animation of either a symbol or typeface, reflecting on the brand values, can result in a memorable logo that can produce a favourable and everlasting impression on any brand.


04 Well, that’s deep

Colour of the year by Post Office Studios

Everything 3D is the flavour of the year. Hence, incorporating it in illustration would not come as a surprise. In fact, it’s nothing new either. But this style is worth mentioning due to its increasing prevalence and its potential dominance in the design industry. 3D might take over almost every aspect of design in the near future. 3D illustration with flawless animation can produce awe-inducing results capable of captivating a wide range of audiences.


05 Out of this world

Google – Namaste Digital by Dynamite Design

Redmi 9 Pro Max Commercial by Adaar

We spoke about the gaining prevalence of 3D; now, let’s infuse that with our reality. VFX or Visual Effects are carving their niche in the film and television industry. VFX can create wonders by interlacing hyper-realistic computer-generated 3D imagery and animation with real-life footage. This technology required complex tools before, but now, with the latest software and quickly advancing technology, this is more user-friendly and affordable than ever before.


06 Alternate Reality

Peter Tarka, Maciek Janicki Google IO 2019

Augmented reality (AR) and Virtual Reality (VR) have been on the rise for the past decade, but the past year has seen some of this technology’s most versatile use yet. AR and VR technology was used abundantly for online shopping to bring products to consumers. Furthermore, this technology was used abundantly by established museums worldwide to allow users to tour and admire the location and artworks virtually. This vast field is only expected to grow more rapidly this year by expanding its usage and purpose to other areas such as medicine, art, commerce and customer service.


07 Speed and Efficiency

Visuals have always had more effect on our ability to retain information than written texts. And as our world and our life get more fast-paced than ever, the information must be conveyed as short and as effectively as possible. Fast-paced videos are thus gaining immense popularity among brands and content makers, as it delivers desired information as quickly and effectively as possible.

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A creative use of miniatures, intricate production design, and a stirring poetic narrative are the materials used to celebrate the work of artisans in India for Amazon’s handicraft retail section.

Amazon Karigar Campaign
Amazon Karigar Campaign

RocketscienceLab’s duo directors Vidya Sharma and Rajesh Thomas get together with the film production company Lucifer Circus in tandem with Ogilvy to produce a promotional film for Amazon Indian handicrafts e-commerce wing, called “Amazon Karigar, Handcrafted with love.”

Amazon Karigar Campaign
Amazon Karigar Campaign

Leaning into the title, the piece lets the viewer embark on a journey through carefully crafted miniature worlds that connect with “karigars” or artisans. You are guided through most of the 90-second film with an ode to the skilled workers written and performed by Gulzaar Saab, whose lyrical style and voice texture complements the visuals extremely well.

Amazon Karigar Campaign
Amazon Karigar Campaign

Each of the five miniatures, developed by production designer Sabu Cyril, connect to a different broad handicraft category – brass handicraft, blue pottery, handlooms, bead jewellery, and woodcraft. The set integrates these directly into the world design, like a blue pottery fountain or a patterned cloth waterfall, allowing for whimsical and abstract vistas straight out of surreal fantasy.

Amazon Karigar Campaign

The use of this particular style of mixed media lends itself to the handmade traditional nature of the products themselves. One cannot help but think of folk tales and mythology when going through this nostalgic experience.

Amazon Karigar Campaign

The platform has engaged over 10 lakh skilled craft workers and showcases over 92,000 products from all over the country. This process has allowed traditional indigenous arts and crafts to feature on new-age digital markets.

Ogilvy summarizes the experience perfectly by calling this advertisement “a heartfelt tribute to the hands that create a world full of beauty and wonder” and that the film “does ample justice to the magnificent heritage of art and craft in various parts of India.”

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Graphic artist and designer, Prateek Vatash has specialised in 3D and 2D techniques and combining them together to form vivid and vibrant graphics. Prateek is currently based in Bangalore and has worked with several renowned companies across the globe such as Apple, Adobe and Wacom, to name a few.

 

The use of bright neon colours and incorporating unique textures offers a distinct style to Prateek’s graphics. A graduate in Visual Communication and Graphic Art from Srishti Institute of Art, Prateek shares interest in various fields such as typography, architecture and interior design. His works have been exhibited in several galleries nationally and internationally.

 

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Graphics by Prateek Vatash
Graphics by Prateek Vatash
Graphics by Prateek Vatash
Graphics by Prateek Vatash
Graphics by Prateek Vatash
Graphics by Prateek Vatash
Graphics by Prateek Vatash

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Every product or brand has a USP, and RocketscienceLab believes in focusing on that speciality always give you the original and unique ideas. This has helped them to produce fresh and interesting films for brands, which got admiration and appreciation worldwide. Some of their recent projects have been highlighted here for their original ideas and execution.

Original - Standard Chartered Credit Card
Original - Standard Chartered Credit Card
Original - Standard Chartered Credit Card

The brief was to showcase the various benefits of owning a Standard Chartered credit card with Anushka Sharma at the forefront interacting with these oversized props, each showcasing product benefits with visually stunning and memorable films.

Standard Chartered films was a celebrity shoot with Anushka Sharma where four films were packed into one day’s shoot. The bigger challenge was these in-camera trick shots of various props turning into Standard Chartered cards in Anushka’s hands that needed to look like a single take. Multiple rehearsals and pre-empts of the shot got us all figured out for the shoot day. Finally, the stunning oversized props in CGI styled sets brought about a unique look and feel for the film.

Published in Issue 49

The Design in 2020! Each year starts with many predictions, anticipations and a lot of hope for bad things to go out and good things to come in our life. The year 2020 has already started with eventful initial months and may hold more surprises in coming times. To understand what’s coming from the design perspective, we featured some of the best design projects from last year. Also discussed a few broad questions like how minimalism will affect our designs or what all an illustrator to keep in mind to be successful and much more.

 

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Whether it’s about taking the brand voice forward or creating a new brand identity, Dynamite Design, founded by Sheetal Sudhir, has been making wonders. Here, we are featuring their recently created award-winning branding for the well-known Indian TV & Digital channels.

Client: Zee Entertainment Enterprises

Scope of Work: Channel Design, Broadcast Design

The Dynamite team built the visual language for &xplor around the idea of challenging viewers to eschew the routine feeling of familiarity and instead unbox the unrestricted & unrestrained unknown. This broadly defined emotional spaces that capture the essence of what the channel stands for.

• UNpredictable • UNrestrained

• Unlimited • UNroutine

• UNcompromise • Unconventional

The colour palette we have crafted for &xplor is very distinct and establishes a luxurious feeling that will appeal to those of a refined aesthetic taste. The palette consists of two main colours:

Champagne Bloom

A combination of rosé-champagne and rose gold helping add a bright, exquisite and premium feel to the brand.

Mature Merlot

A rich deep-toned fine deep red aged Merlot wine which helps bring an opulent richness, imbuing an unconventional but sumptuous sense of identity.

Published in Issue 49

The Design in 2020! Each year starts with many predictions, anticipations and a lot of hope for bad things to go out and good things to come in our life. The year 2020 has already started with eventful initial months and may hold more surprises in coming times. To understand what’s coming from the design perspective, we featured some of the best design projects from last year. Also discussed a few broad questions like how minimalism will affect our designs or what all an illustrator to keep in mind to be successful and much more.

 

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The wooden style animated promos of Nickelodeon‘s famous show Motu Patlu and Ninja Hattori, created by Adaar VFX in association with Rocketscience Lab. The look and feel of the characters have been designed like wooden toys which got inspired from a town based in Karnataka, the Channapatna, famous for it’s handmade wooden toys.

 

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Ninja Hattori - Nickelodeon
Ninja Hattori - Nickelodeon
Ninja Hattori - Nickelodeon
Ninja Hattori - Nickelodeon
Nickelodeon
Nickelodeon
Nickelodeon
Nickelodeon
Ninja Hattori - Nickelodeon
Nickelodeon
Nickelodeon
Nickelodeon
Nickelodeon
Nickelodeon
Nickelodeon
Nickelodeon
Nickelodeon

WowMakers

A digital experience studio that provides a range of services – everything from animated explainer videos, branding, documentaries and corporate video production to UI/UX design, website design and app development for a host of international companies and Governments, WowMakers came into existence to fill in the void in the creative arts industry in India.


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Anix

Anix has twelve years of experience in the world of graphics. He has worked with brands in India and abroad. Previously, he worked with Amrita Television, Infinity TV Dubai, and has worked with brands like Harvey Nichols, Emaar, Solar Park Dubai, MCL and others.


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