After the success of Digital domain, G+T came back to us with another commission. They were holding an 30th anniversary event at The Cut, Barangaroo and seeking for our help to create a projection to go on the venue massive wall to entertain their guests.

The original video runs for 25 minutes with no sound. Above is a compilation of some highlights.

The video must be subtle enough to not become a distraction, while still be able to convey G+T stories and values. There is no sound for the video, therefore image and text - as well as the animation - will play the role of storytelling. The scale of the venue and projection technical aspects must also be taken into consideration. 

Working closely with an Art Director and Copywriter, I created a look and feel and chose an animation treatment for the projection. 

The way I see creativity and innovation is not about pulling out something completely new of thin air, but rather looking at exisiting things and problems from different perspective, breaking them into their fundamental bits and creating something based on the same foundation but with new structure. With that idea in mind, for the typography, I chose to deconstruct and reconstruct letters to create geometric forms and forming new words. Geometric shapes are also brought back in a more tech-y, mature form rather than being playful and animated as in the Digital Domain series. 

We chose to grade all footage in black and white to create strong contrast, representing the old and new, now and then and the growth of G+T in the last 30 years. Blue is used to accentuate certain elements, creating a visual focus. It also aligned with the venue lighting and setting up of the event on the day. 

Images from the event provided by the client. (c) G+T 

I am forever grateful to have the opportunity to work with these amazing human beings:

Art Director: Whitney Moothoo

Copywriter: Nicola McCooe

Video editor: Mark Brightwell 

Motion designer: Quynh Than

Producer: Alice Fisher

Client: G+T

Agency: whiteGREY