Playful shapes in-store demos
A fun project commissioned by NYC agencies 1stAve Machine & Special Guest had us working on the in-store demos for the launch of new smartphones. A colorful, dynamic experience ensued.
Simple shapes and fluid movement, along with an imaginative use of empty space helped express the concepts, adding a touch of playful elegance to the product’s functionalities.
Since there was no voiceover or a script that would add to the story, we relied heavily on the power of visuals so as to convey the major switch 5G technology would be, from the speed to the smooth and constant flow.
The creative process reflected this with a day-to-day approach, gradual reviews and input exchange with the agencies that kept the collaborative spirit alive and kicking. We explored various style directions, from outline to gradients, all the way to full color - the final choice.
Both illustration and animation were developing at the same time in what was almost a constant flow of fast paced creative work.
Credits — illo — Creative Direction & Design Ilenia Notarangelo + Executive Producer Luca Gonnelli + Art Direction & Design Cristina Pasquale + Animation Lead Laurentiu Lunic + Special Guest / 1st Ave Machine — Creative Direction Aaron Duffy + Head of Post Production Christos Mountzouros + Direction Laurence Baz Morais + Sr. Producer Sue Romweber