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EFTSURE
Role: Concept, Art Direction, Design, Animation, Grade
Client: Playlab
Animation: Lance Clayton, Brad Chandler, Matt Lukins
Design: Lance Clayton, Brad Chandler
Client: Playlab
Animation: Lance Clayton, Brad Chandler, Matt Lukins
Design: Lance Clayton, Brad Chandler
Mello had the pleasure of taking this spot through a journey of conceptual exploration to bring some tangible sense of risk to what could become just another smart-tech explainer.
Utilising a blended art style that was both an ode to familiar digital tech spots as well as an integration of character narrative, we settled on utilising a villian empowered by a consitent motif.
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CONCEPT
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Trusting the design process to whittle down a broad direction into something highly focused, to then carry or evoke a feeling, is always as exciting as it is terrifying.
We're never ashamed of where project starts.
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Poses, flow and transitions cannot be understated so we took care in animation to make sure key moments were as strong as they could be in terms of the animation that brought the frames to life.
We thought things, tried them, killed them, and took unopened doors whenever something just wasnt feeling right.
ANIMATION
