LUX_ESCADA

LUX ESCADA BOLD

LUX ESCADA FLAWLESS

LUX ESCADA PLAYFUL

LUX ESCADA SENSUAL

This is a really exciting project with a lot of potentials. When looking at your references I feel like I have a good idea of what you want to achieve and I already have some great ideas for how we could make this happen. I personally love crafting heavily stylized mixed media & motion graphics films.

Approach.

When approaching a project like this there are different paths to take, the most important being the distinction between the literal and the abstract. The scripts are poetic yet edgy and give the viewers a perception of the personalities of the different LUX products and

what they represent. The scripts have attitude and brand values.

Look and feel.

Dynamic imagery.

Naturally these films will be a mix of graphics, still images and animated graphics. But to live up to its full potential and in order to deliver the most impact, every scene must look just right. This means we cannot have any static frames anywhere which would break the rhythm and bring down the production values. Our approach is to animate every single still image and graphic individually, regardless of duration. When combined with the footage we have a palette of dynamic and sexy imagery throughout.

Static Text

The always moving background imagery will be juxtaposed with static supers on top. But although the placement of the text/supers are static they can change color and texture as the background footage changes.

Consistent Treatment and Quality

All photos, graphics, and footage should be of the same resolution and sharpness. The color treatment in each film will be consistent and follow the same “rules”.

Post/VFX Treatment.

Animated Stills

After carefully selecting the still images we need to compliment the footage we take the shots apart, layer them and individually animate them to create a sense of movement that tricks the eye into thinking the images are in fact filmed.

Double Exposure

Using double exposures and negative space is an excellent way to add production values and intrigue to the scenes we use. And this technique will compliment the script by functioning as a visual metaphor. We can double expose images and footage onto each other.

Kaleidoscope

Although a common technique nowadays it is still an effective technique when bringing otherwise static imagery to life. And a kaleidoscope can add meaning and texture to a frame that was not there in the original image. And for these films, I’d love to explore using this effect as a transition tool between scenes.

Motion Graphics

The supers/text that compliment the script will, of course, have some elements of motion graphics applied to them. And in addition to the supers, I’d love to make a few scenes completely graphical, to challenge the audience.

Concepts.