The fabulous GoPro
brand has an ubiquitous bumper that comes before every video that hits the internet - in other words, precluding millions of content pieces. Munkowitz and the team at Tool
wanted to take a stab at reinterpreting the bumper with some new flavour and energy, transitioning the brand to a more modern presence where design and conceptual touches are brought to the forefront. The thinking behind the new approach was to focus on the idea of visualizing resolution, representing an image construct with small packets that expand, multiply and ultimately stream through an expanding 16:9 array to the content items.
The design of both sequences was done by the great Peter Clark
, who was generous with his fingers pushing the endless layers of dots and grids. It was brought to life by the After Effects wizard Sander Van Dijk
- who brought it all to life with his signature style. They scored the animation with an aggressive presence, using big synth tones, rapid percussion and sound effects to mirror the tough and adventurous nature of GoPro users. They called upon ultra-frequent collaborator SoundsRed
to bring it all to life. Unfortunately, the GoPro team didn’t want to go in this high-tech direction so it never saw the glistening beams of acceptance, and victory.