The HuB, a creative incubator in Sarasota, Florida in 2012 had just finished making their new building and wanted a way of advertising their new look. It seemed that not many people around Sarasota knew exactly what they did, so Rich Swier Jr. (Founder) and Jeff Hazelton (President & CTO, Lucid Global) decided to ask the motion design class of 2014, at Ringling College of Art & Design to develop a projection animation to be played on the walls of the new building. What they wanted was for the animation to tell people what the HuB does and give people in the Sarasota area a mind blowing show. This animation is a 30 second spot of the six minute long animation which was played on December 9th, 2012. In 2013, the six minute spot won a Merit Award from the 92nd ADC (Art Directors Club) Awards.

I have to also give credit to my partner, Cory Fanjoy, who worked side by side with me on this piece. To check out his work, I have posted his site below.

coryfanjoy.com/

To see the full animation live, here is the youtube link that shows you what was done:

The first step to the entire process was to create a mood board that allowed the clients to understand the look and feel of the piece without actually seeing any premature work. The mood board below was the exact one that inspired this animation spot and the clients themselves.

The next step in the process, was to develop an almost finalized look for the piece. To do this, my partner and I had to produce a style frame. The importance of the style frame was to re-sell the piece back to the clients since it had been awhile since they last talked with us about the concept. In reaction to this, I quickly modeled the interior of the building in Cinema 4D. The goal was to design an interior that could physically present itself as an office space with multiple rooms for the monsters to be able to run around in. The model ended up being very successful despite the fact that not all of it could be used. Below are two style frames I produced. 

My partner, Cory, also designed the monsters that would be taking part in the piece. Here are some of Cory's designs.

After the client had seen and approved the frames, it was then time to start storyboarding. We created a very premature board to give the feel of the overall piece; not necessarily deliver a final look. The idea was to have the walls come crashing down from the monsters creative spirit, representing the clients as a creative incubator. Here is the board which was presented.

Once the board was shown to the client and revisions were made, it was time to produce an animatic that could show the clients how the final piece would roughly be timed and how it would roughly look. Below is the animatic my partner, Cory, and I produced and showed to the clients.

Once the approval for the piece had been made by the clients, my partner and I began moving towards developing a final piece. The entire six minute spot was played live and recorded in front of a live audience and in 2013, won a Merit Award from the 92nd ADC (Art Directors Club) Awards.