Making of…IBM Storage VM World 2016 “Data for the Win” Introduction Video
Nov 18, 2016
“IBM Storage wanted an energetic, aspirational event opener video that would excite the audience during VM World 2016,” said Mario Passera, associate creative director. “They wanted an animation that played off the messaging theme of ‘Data for the Win,’ something that would get the audience excited for the speaker that followed.”
Centerline, always up for a challenge, set to work.
“We came up with an origami concept – with a single piece of paper that could be anything imagined; we’d show it transforming on camera, a visual metaphor for different type of wins in different industries, conveying that storage no longer has to be inanimate, it can change form to help any company achieve bigger wins in their industry. The client loved the idea, but then we had to pull it off,” said Passera.
How do you translate origami into animation? You’re lucky enough to have a master 3D animator in-house.
“Simon is incredibly good at 3D animation, and came up with a way to execute the origami concept using 3D animation. It was pretty amazing to see the passion and diligence a master of 3D had with a project like this – one with such a fast turnaround, too,” said Passera. “He was able to create this entire environment in 3D that looks so realistic, even with touches like the direction and intensity of sunlight. And working with paper in 3D was no easy task, but Simon continuously came up with creative solutions for mimicking the seamless look of paper folding together.”
Simon (yes, just Simon – no last name necessary) created a behind-the-scenes video showing the process of creating the 3D animated origami car. Check it out:
During the design process, there were some teaching moments for the Accounts team.
“I learned a lot about 3D animation from Simon,” said Meredith Massey, project coordinator II at Centerline. “He walked me through the process of building a blueprint and adding textures. He really took the time to explain to me what it means for a 3D image to be rendered, and why it takes as long as it takes. By taking that time to teach me, I was able to more accurately set timing expectations with the clients, and be an advocate for him to get the time he needed to make the project great.”
The client wanted a high energy, aspirational video – and that’s exactly what they got.
Check out the final video below, and let us know what you think!