ADFF Film Festival Ident - Design Directs Everything.

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The 7th annual Architecture and Design Film Festival (ADFF) took place in New York this month, showcasing some of the best architecture and design films of the year. As well as exhibiting a virtual reality experience for Bjarke Ingel's new W57 apartment building and submitting our film The Dryline, we created an ident to be played at the beginning of the award ceremony.

The Idea

With ‘Design Directs Everything’ as the theme our concept was to create a live action and 3d animated ident that would describe the abstract process of design from a first person perspective, using architectural forms with simple textures to evoke a captivating design conscious environment. Here's how our idea looked on the storyboard.

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The Desk

After carefully selecting objects for the desk (some were borrowed from designers in our studio and others from our favourite London design shops), we carefully laid them out, creating a designer's dream work space. Filming took place over a two day period, capturing the objects from a variety of wide and close angles.



Combining live footage and 3d animation

The shapes we created resembled specific architectural forms, including joints, sculpture and conceptual buildings. These were modelled in 3d and combined with the live footage using careful motion tracking and compositing techniques. 

3d shapes

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And Here's the final ident...


To find out more about any of the fascinating architecture films that were on show, visit the ADFF website.


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