Viewport render
With each model we referenced the products within Loewe's collection to make it feel accurate and consistent. We used Redshift in Cinema 4D to render out each scene.
Texture and lighting
We textured and lighted the scene using redshift materials as well as creating our own. We referenced actual products very closely.
Composite
Once all footage was rendered out from Nuke we composited all layers in After effects. Here we see the characters layerd into the scenes as well as backgrounds.
FINAL
After some critique with our creative director and alumni Steven Dvornik, we made final adjustments. Loop 4 was seen as the most successful due to it's polished and subtle feel. Some compositions had to shift as well. Overall the last changes made from the logo to the timing made a huge difference!
instore branding kiosk
The goal for this project is to enhance Loewe branding. My collaborator and I decided to create logo reveal animations for the Loewe logo. These animations would play in stores in a vertical format highlighting the brands unique identity.
Dimensions - 1080 x 1920
Software - After Effects & Cinema 4D & Nuke
collaboration - Kiu Cheung
Sound - Abigail, Kelly Warner
AI Image for mock up
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Research
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.
research
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.
Research
media presence
Loewe is known to make bold decisions in fashion and in their branding which has made them a power fashion house. Their socials are filled with interesting animations and series that focus on relevant motifs for their current collections.
research
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.
Concept
First direction
A series of animations that highlight the quirky nature of Loewe by placing their logo in unexpected environments
An initial concept played with Loewes unexpected nature in their branding. We didn't explore this further because it lacked connection and visual interest.
Concept
chosen direction
Playing with scale having larger environment elements with smaller people interacting with it. Bring the viewer into the space with Loewe.
This concept was chosen because there was more consistency throughout the 5 which made it feel more like a set.
design rules
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Contrast in scale, little people and big items
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3D big environment objects, 2D people
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Taking parts of LOEWE items and show them in a more imaginative way
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Logo is the anchor of the scene, centered, overlapping elements to show dimension
Technical execution
NUKE
The last step was to achieve depth and consistent colors. For that we used nuke. Nuke is a very powerful took to elevate any 3D render. We used depth map and color correction after rendering out of after effects with all elements composited.
logo
High end luxury brands need to look as polished and refined as possible. An important aspect in their designs are the gold and silver finishings. What better way to show off a logo than in a crisp gold texture and beautiful highlights. We had a few rounds of finessing the gold and this screams luxury.
Technical execution
Texturing + lighting
We made the texturing of the objects just as detailed as the products themselves. This would bring in the luxury aspect of the brand. Pulling from real textures within their website as well as
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Technical execution
modeling
The modeling process in Cinema 4D was like sculpting clay from hard geometric shapes. We would use box modeling techniques to form these organic forms that best represent the products pictured on the right. We used these image references within cinema and made sure that it was as accurate as possible.
character
animation
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 each scene.
design
The design of the characters is kept geometric adding fun shapes in their clothing as well as their hairstyles. We wanted to have some elements of real detail by using textures from the Loewe website for their clothing. This brings the viewer just a bit closer to the brand.
the final
collaborator
Working with one of my good friends Kiu was the best decision for this project!
We worked well together learning to balance how we approach work. While she stresses I tell her "hey let's get dessert". The way we split the tasks
was pretty even all around.
We both tackled the 3D aspect of the project evenly helping each other
when there were technical difficulties. The 2D characters were designed
by while the animation was handled mostly by Kiu. e both tracked
and composited characters She also handled all the Nuke exporting
while I handled the music for the piece.
All in all, we worked like a charm for a project
with such a short deadline! We worked hard to put in the extra time
for the polishing and it made all the difference.
Abigail + Kiu
thoughts
The process of creating the 3D models was really fun! It was nice getting back into cinema 4D and creating for a brand I'm a fan of. I learnt a lot and grew my technical ability.