The AICP awards celebrate global creativity within commercial production, and this year, their Sponsor Reel has caused a fair amount of celebration as well. AICP and production company RSA turned to Deluxe to concept, design, direct and create the four-minute video, and since premiering it has been making the rounds online.
To jibe with the show’s celebration of creativity and artistry, director Rupert Burton and creative director Jon Noorlander of Method’s design team in New York wanted to create an entertaining piece that encapsulated the innovative and prolific nature of this industry. The energetic video features each sponsors logo displayed alongside a unique dancing avatar fully covered in elements ranging from fur to balloons. To form the basis for the movements, Method conducted a motion capture shoot with two professional dancers (one male and one female) at House of Moves, and then artists digitally covered the dancers’ bodies with playful elements created as procedural animations in Houdini. Using these animations and dynamic simulations, artists were able to deliver an engaging medley of particles, feathers, fur, and more — entertaining show attendees while also celebrating the innate creativity and artistry of the commercial production industry.
Since AICP Week, Method’s director’s cut has racked up over 1.7 million combined Vimeo and YouTube views, been named a Vimeo Staff Pick, spent a day as the #1 post on Reddit Videos, and garnered enormous social media buzz. Check it out here: https://vimeo.com/169599296