I had the pleasure of contributing to the creation of Budweiser's Streetwear Co.'s brand book. The creation of animation designs and concepts was under my purview. Under the guidance of my creative director, Shubham Mazumdar, and keeping in mind the style established by the group's head of art, Aparna Sankar, I oversaw the animation of the entire project. I created the logo animation, decided on the street style's theme and tempo, and added effects to the edited video of Jeffery Marcellus. Furthermore, this became a collaborative project with the brand Myntra, and hence I also worked on the content for their social media.
The streets speak the universal language of expression, they are a medium to proclaim authenticity, emotions, and being. Budweiser decided to embrace such a medium and launched streetwear that involves the art of classical Indian iconography. The theme is to have a laid back vibe yet be confident enough to take over the world.
Keeping this in mind, the task of creative animation within the launch video was formulated, which had a lot of textures, prints, street style movement, and Budweiser brand elements.
Keeping this in mind, the task of creative animation within the launch video was formulated, which had a lot of textures, prints, street style movement, and Budweiser brand elements.
The rawness of the materials has been showcased in such a way that allows street-style elements to shine. Focusing on small details like fabric movement, flickering lights, or subtle typography animations enhanced the overall aesthetic without overpowering it.
A glitch-style effect has been kept in mind to lend a distorted and fragmented look to the animation. Elements like pixilation, screen tearing, and digital artifacts were used to create a dynamic look to embrace the core culture of the streets: to create movement.
A glitch-style effect has been kept in mind to lend a distorted and fragmented look to the animation. Elements like pixilation, screen tearing, and digital artifacts were used to create a dynamic look to embrace the core culture of the streets: to create movement.
Budweiser brand elements have been infused into the street style animation, such as incorporating the brand's logo, colors, or iconic imagery. It strikes a balance between the street style elements to create a cohesive visual narrative.
Since most of the popular ways to create logo animation had already been used, I took the notion that the product was bringing the core idea to life and introducing it to the public, and I animated the logo as if it were literally emerging from the merchandise. Where it wasn't practical, I used the idea of a printing press to create the rest of the social media content, allowing it to appear as though the logo was printed alongside the other products.
I had the pleasure of contributing to the creation of Budweiser's Streetwear Co.'s brand book. The creation of animation designs and concepts was under my purview. Under the guidance of my creative director, Shubham Mazumdar, and keeping in mind the style established by the group's head of art, Aparna Sankar, I oversaw the animation of the entire sequence. I created the logo animation, decided on the street style's theme and tempo, and added effects. First, I worked with the branding team to coordinate the rendering of the finished product after animating a number of sample animations and slightly modifying Jeffery Marcellus' editing. This campaign was also a collaboration with the brand Myntra, and hence I got a chance to work on the social media content as well.
Role : Animation concept exploration , Logo ideation, Lead Animation
