Freddy’s Kaleidoscope of Motion Design

The symmetrical patterns and multiple reflections created by a kaleidoscope served as the perfect metaphor for the art of dance and gymnastics – and a means to demonstrate the ease of movement offered by the dance and fitness apparel manufactured by Freddy Wr.UP of Italy. For the making of the video, DLV BBDO Milan collaborated with Abstr^ct:groove production company to build a simulated kaleidoscopic view of performers in motion. Considerable storyboarding preceded actual production. Abstr^ct:groove producer Mauro Mastronicola says, “To understand how to achieve the graphic patterns we wanted, we started by studying small scale models and then we went into CGI simulations. All the effects were obtained in camera without the use of added post-production.”

Not everything happened in camera, however. Abstr^ct:groove designed and built four thaumascopes of different sizes and shapes, the biggest being about 30 feet long with an triangular opening of about 8 feet and the smallest being about 5 feet in length with a square opening of about 2 feet. The Italian National Team of Rhythmic Gymnastic ‘le Farfalle’ was asked to perform the gymnastic movements which were choreographed by their trainer Emanuela Maccarani. Luigi Pane directed the film and Franky B (aka Cryptic Monkey) produced the music.

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Origami Goes High Tech

Origami (which means “to fold” + “paper” in Japanese) is one of the oldest and humblest art forms around, dating back thousands of years, and stop-motion 3-D animation is one of the newest and most technologically advanced art forms. It’s interesting that the two mediums have found each other and it was love at first sight. As time-consuming and difficult as some origami forms are to fold by hand, paper as a construction material is sturdy but flexible, buildable at a small scale, and relatively cheap. In the case of this video ad for Hamburg’s charitable lottery, Deutsche Fernsehlotterie, a whole village with inhabitants and vehicles were brought to life out of paper. Hamburg-based agency, Zum Goldenen Hirschen spearheaded this ad, with Hans-Christoph Schultheiss directing.

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