Loewe | My Site

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LOgo reveal animation

The main goal for this project is to create 5 logo reveal animations for the Loewe logo. These animations would play in stores in a vertical format highlighting the brands identity.

Dimensions - 1080 x 1920
Software - After Effects & Cinema 4D
collaboration - Kiu Cheung

The client

Loewe is a luxury brand traditionally making leather goods later since 1846 which expanded into crafts in later years. The fashion brand started in Madrid with predominantly Spanish artisans later joined by Enrique Loewe Roessberg, a German craftsman.

the logo

The Loewe word mark was inspired by German calligrapher Berthold Wolpes’ 1937 Pegasus font paying homage to the german influence in their name.

The Loewe anagram relates to cattle branding which is pressed into their luxury leather items. it is a quadruple-L insignia which was originally designed in 1970 by Spanish painter Vicente Vela. M/M Paris adapted and refined this insignia incorporating how metal was bent and formed to create branding around the world.

The goal

The goal with these 5 animation logo reveals is to create quirky and luxurious animations that highlight the brand. These would be played in stores so they should capture the viewers attention.

A series of animations that highlight the quirky nature of Loewe by placing their logo in unexpected environments
concept
Playing with scale having larger environment elements with smaller peopl interacting with it. Bring the viewer into the space with Loewe.

Contrast in scale, little people and big items

3D big environment objects, 2D people

Taking parts of LOEWE items and show them in a more imaginative way

Logo is the anchor of the scene, centered, overlapping elements to show dimension

design rules

1st pass animations

We really focused on creating interesting compositions and clean animation that would leave room for characters movements in each scene.

2nd pass animation

Notes For second pass

Tech talk

We used Cinema 4D and After effects for this project. Modeled, lighted and textured within Cinema while using After effects for compositing and character animation.

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animation

For animation we focused on ambient or procedural movements in cinema. In after effects we used Deekay Motions plug in for rigging characters which made the process very smooth and fast.

texturing + Lighting

We made the texturing of the objects in cinema just as detailed as the products themselves. This would bring in the luxury aspect of the brand.

compositing

After all animations are done we composited the character animations in after effects onto of the scenes created. The aim is to have the animations loop so everything was prepped to loop.

character

The quirky aspect of the animations are the characters. With the Deekay motion tool we were able to create fluid limb movements for each animation. We rigged Arms and legs with this tool and created multiple walk cycles to composite in eahc scene.