OFFF Festival: 2010 OPEN TITLES by The Mill for OFFF Festival

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Industry Culture, Leisure & Sport, Shows, Events & Festivals
Media Design & Branding
Market United States
Agency The Mill
Creative Director Jeff Stevens
Art Director Emmet Dzieza
Designer Gap Yossanun
Illustrator Kim Dulaney
Editor Moss Levenson
Released June 2011

Awards

Cannes Lions 2011
Design Lions Broadcast Design and Graphics Incl. Animation Gold

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Broadcast Design and Graphics Incl. Animation
Advertiser/Client: OFFF INTERNATIONAL FESTIVAL
Product/Service: INTERNATIONAL FESTIVAL
Entrant Company: THE MILL New York, USA
Design/Advertising Agency: THE MILL New York, USA

Creative Director: Jeff Stevens (The Mill)
Editor: Moss Levenson (The MIll)
Executive Producer: Boo Wong (The MIll)
3D Lead Artist: Rob Petrie (The Mill)
Illustrator: Kim Dulaney (The Mill)
Art Director: Emmet Dzieza (The Mill)
2D Artist: Melissa Graff (The Mill)
3D Artist: Tom Bardwell (The Mill)
3D Artist: Ruben Vanderbroek (The Mill)
3D Artist: Michael Panov (The Mill)
3D Artist: Joshua Merck (The Mill)
3D Artist: James Williams (The Mill)
3D Artist: Jeffrey Dates (The Mill)
3D Artist: Ian Brauner (The Mill)
Designer: Gap Yossanun (The Mill)
2D Artist: Marco Giampolo (The Mill)
2D Artist: Bashir Hamid (The Mill)
2D Artist: Jeff Robins (The Mill)
2D Artist: Gigi Ng (The Mill)
2D Artist: Tim Haldeen (The Mill)

Brief Explanation:
The main challenge we faced was limiting our ideas to an achievable (both financially and timely) end product. Having an open creative brief was in many ways difficult yet extremely exciting.
Describe the brief from the client:
Make it cool. The canvas was blank with only one requirement - feature the names of the key presenters at Offf 2010 in Paris.
Description of how you arrived at the final design:
The textures, contours, and fibres of the characters are the threads that bind the piece together - from the characters and environments to the typography itself. On top of that, my long-lasting argument of 'machine is a product of nature' found its way in where I wanted to balance the textural beauty with something heavy, robotic and harsh like the cubic mountains and mechanic additions to some of the animals.
Working with art directors and designers, we created beautifully abstract scenes which were then brought to life by equally talented CG artists who added their own vision of artistic detail.
Indication of how successful the outcome was in the market:
The titles were an industry sensation - only a month after the show, over 42 industry websites and blogs had written about their creative merits. Two goals were accomplished - the one client requirement, which was feature the names of the key presenters at Offf 2010 in Paris, and our own - to debut our integrated design and animation team.

The Design & Branding titled OFFF Festival: 2010 OPEN TITLES was done by The Mill advertising agency for product: International Festival (brand: OFFF Festival) in United States. It was released in Jun 2011.