Razer Barracuda X
_____
Hybrid Audio Freedom
_____
Hybrid Audio Freedom
In collaboration with Razer, we crafted a captivating video to introduce the new Razer Barracuda X, a lightweight 4-in-1 wireless gaming headset. Designed to deliver high-end audio performance across various platforms (PC, PlayStation, Nintendo Switch and Android devices).
Behind-The-Scenes
_____
_____
Concept Paint-over? Yes.
_____
_____
In conceptualising the Switch and Android worlds, we had to visualise how the scenes would look without having to re-render them in 3D. By painting over our rendered images, we are able to brainstorm and enhance the scene directly, expediting the creative decision-making process and producing more effective results.
For the Switch world, our goal was to capture the essence of Nintendo's unique style while working within tight deadlines and without requiring usage rights clearance. To achieve this, we designed a town with floating castles that resembles the iconic Nintendo Switch.
For the Switch world, our goal was to capture the essence of Nintendo's unique style while working within tight deadlines and without requiring usage rights clearance. To achieve this, we designed a town with floating castles that resembles the iconic Nintendo Switch.
A Different Approach
_____
_____
Aligned with Razer's initial vision, we started with an audio and visual approach that highlighted the sophisticated hardware and presented the headphone's unique selling points in an elegant, modern, and lifestyle style.
However, we later learned that the marketing team required the video to lean much more towards the headphone's and Razer's gaming identity. We quickly adjusted our approach and worked together with the team to deliver a video that effectively highlighted the headphone's gaming features while still maintaining its sleek design.
Both approaches had their merits in highlighting the advantages of Barracuda X. However, we collectively decided to prioritize the gaming identity as it perfectly aligns with Razer's brand.
We understand that this alignment is part of the process, and by encouraging our partners to having these discussions as early as we can, we can save valuable time and effort in the creative process.
A Dash of "Swag"
_____
_____
Taking inspiration from the Barracuda X Wireless USB-C Dongle, we utilised it to elevate the video and give it a more music video-esque vibe. As we animated the plugging in of the dongle into the various devices, we ensured that it synced with the crucial beats of the music, adding a sense of style and confidence in the video.
Have you observed how we tailored the text style to match the atmosphere of each world? We make sure to incorporate these details to ensure that our audience receives the message both consciously and subconsciously.
Director's Message
_____
_____
I'm thrilled to share with you the behind-the-scenes for our recent project showcasing the versatility of the Headphone's dongles by connecting to four devices.
Even though we didn't have a lot of time, our team at Masonry Studios did an incredible job of delving deep into four distinct worlds to represent the platforms that the headphones can connect to. It was a challenging feat, but we were able to produce a tight animation within the same timeframe we had for a couple of environments.
We exceeded our own expectations, and I couldn't be prouder of the team's dedication and hard work. Of course, achieving such excellence requires an increase in relevant costs. I'm grateful to our partners who understand the importance of investing in quality work and pushing the boundaries of what's possible.
Together, we continue to create amazing projects that leave a lasting impact. Thank you all for your incredible work and dedication to this project.
Credits
______
______
Client: Razer
Executive Creative Producer: Zulkifli Md Zaid
Story Artist: Ching Gje Chew
Lead Animator: Ching Gje Chew
Animators: Deemei Ong
Animators: Deemei Ong
Art Director: Gina See
3D Modelling: Sze Han Low
Visual Effects: Ronald Fong
Edit, Title & Motion Designer: Deemei Ong
Additional Title Design: Shakira
Sound Designer: Nicholas Chia
Additional Title Design: Shakira
Sound Designer: Nicholas Chia
Behind-The-Scenes Video Edit: Rachel Chew
