PAUSE FEST 2015 Ident - SEEDBED
SEEDBED. PauseFest 2015 Pause Fest, a leading digital film festival in Australia, approached us as one of ten creatives selected from around the world to create a film for their 2015 festival... .

..the result is an abstract film tackling our perception of innovation... 
“We tend to rewrite the histories of technological innovation, making myths about a guy who had a great idea that changed the world. In reality, though, innovation isn’t the goal; it’s everything that gets you there... It’s the important leaps forward that synthesize lots of ideas, and it’s the belly-up failures that teach us what not to do. 
When we ignore how innovation actually works, we make it hard to see what’s happening right in front of us today...Worse, the fairy-tale view of history implies that innovation has an end. It doesn’t. What we want and what we need keeps changing. 
 
[It’s] all the little failures, trivialities and not-quite-solved mysteries that make the successes possible.... This is what innovation looks like. It’s messy, and it’s awesome.” 
 Maggie Koerth-Baker // New York Times
THE MAKING OF - SEEDBED
Visual Treatment for Pause Fest 2015 - SEEDBED
Dan Kokotajlo / Director
 
I wanted to address the brief from PauseFest from an honest point of view. 

Their one line brief was ‘pure - simple ideas that change the world.’ I knew immediately I wanted to avoid beautifying or romanticising the idea of ‘purity’ in art or technology.

After a bit of research I came across an article about innovation in the New York Times by Maggie Koerth-Baker. It articulated everything I felt about the idea. 

How innovation and technology is ever evolving. How ideas and products are results of our current needs. The evolution of technology is ever changing, and behind the surface it’s a real mess, filled with failed and half-baked ideas. That is what I wanted to celebrate in my own surreal way. 

All the hard work and mess behind ideas that appear effortlessly ‘simple’. In order to express this visually, we decided to present a perfect idea or world initially. A fantasy. In this case it was a live action sequence of a young girl drawing a perfect circle. 
Banksia - Researching
Banksia - Researching
CONCEPT ART - BANKSIA / ENVIRONMENT
Then we had to show what was behind the surface. We did this using a CG environment that would represent the truer, complex nature of ideas. Seeds were an apt metaphor. Sawoozer and I enjoyed the visual quality of Banksia pods and also knew they were an Australia plant. 
Concept Art - Environment 
A reference to PauseFest’s location. We developed these into complex, surreal organisms that represented the three stages of ‘the idea’. The present - the perfect circle. The past - the broken, failed circle. And the future - a ripple of natural circles. The look and textures of the different pods would visually punctuate these stages of evolution.

Concept Art - Banksia
Concept Art - Banksia
Concept Art - Banksia
Concept Art - Banksia
Concept Art - Banksia
Concept Art - Banksia
[ Banksia ] is a genus of around 170 species in the plant family Proteaceae. These Australian wildflowers and popular garden plants are easily recognised by their characteristic flower spikes and fruiting "cones" and heads. When it comes to size, banksias range from prostrate woody shrubs to trees up to 30 metres tall. They are generally found in a wide variety of landscapes; sclerophyll forest, (occasionally) rainforest, shrubland, and some more arid landscapes, though not in Australia's deserts.
CG PRODUCTION
LookDev 
SEEDBED CG MODEL
Clay Render - CG Model # 1
Final Render - CG Model # 1
Clay Render - CG Model # 2
Final Render - CG Model # 2 Clean Version
Final Render - CG Model # 2 Rusty Version
Environment CG MODEL
Clay Render - CG Environment # 1
Final Render - CG Environment # 1
Clay Render - CG Environment # 2
Final Render - CG Environment # 2
POST PRODUCTION - Before & After
Shot # 1 Final Footage / Original Footage
Shot # 2 Final Footage / Original Footage
CREDIT

Client : Pause Fest
The Foundry

Director
Dan Kokotajlo
 
Art Director
Sawoozer Wang

Production :
+AKITIPE STUDIOS
 
Concept Artist : Ric Hung, Tom Yi
CG Artist : Ric Hung, Lance Ni, Juin Cheng

2D / VFX : Samuel Stephenson
DoP : Dan Stafford-Clark
Camera Assistant : Duncan Kemp
Hair & Make Up : Lucy Pearson
Associate Producer : Marcie MacLellan
1st AD : Biko Mason

Sound Design : Matthew Wilcock  ( ZeligSound )

Special Thanks
George Hedon, Tim Bright, Mariana Acuna, Juan Sanchez, Natasha Mason, 
Amy Henderson

 
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PAUSE FEST 2015 Ident - SEEDBED
162
3,297
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Published:

PAUSE FEST 2015 Ident - SEEDBED

SEEDBED. 2015 Pause Fest, a leading digital film festival in Australia, approached us as one of ten creatives selected from around the world to c Read More
162
3,297
12
Published: