eftsure - Platform explainer
Role: Concept, Art Direction, Design, Animation, Grade
Client: Playlab 

Animation: Lance Clayton, Brad Chandler, Matt Lukins
Creative Director: Lance Clayton
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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Trusting the design process to refine a broad vision into something sharp and intentional—one that carries or evokes a feeling—is always a thrilling mix of excitement and just a touch of terror.
Early styleframe explorations can alwayys feel raw and uninspired but the creative process is a journey and we're never ashamed of where a project starts.
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.
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