OFFF BARCELONA 2011 PARTNER TITLES by Kultnation for OFFF Festival

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OFFF BARCELONA 2011 PARTNER TITLES

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Industry Shows, Events & Festivals
Media Design & Branding
Market Mexico
Agency Kultnation
Creative Director Marco Vinicio Morales Aburto
Released July 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: OFFF FESTIVAL
Product/Service: OFFF FESTIVAL BARCELONA 2011
Agency: KULTNATION
Creative Director: Marco Vinicio Morales Aburto (Kultnation)
Designer/Animator: Marco Vinicio Morales Aburto (Kultnation)
Research And Documentation: Serena Chew Plascencia (Independent Academic Researcher)
Composer: Gavin Little (Echolab)
Music/Sound Design: Echolab (Echolab)
Piano: Tobias Norberg (Independent Music Professional)
Client: Hector Ayuso Ros (OFFF Festival)
Media placement: Video / Conference Presentation - Offf Festival Barcelona - 8 - 11 July 2011,

Describe the brief from the client
The OFFF Festival is a multidisciplinary design event currently hosted in Barcelona. During the 3-day festival, artists, designers and studios from around the world present their work through an in depth programme of conferences and workshops. Each year the festival selects two artists or studios to create the festival’s opening and partner titles. The partner titles present the sponsors supporting the festival.
Since the creative brief was very open and I was given carte blanche to reinterpret each partner’s name or logo, I decided to tell the story with a more romantic and metaphorical direction injected into 3D typographic sculptures.

Describe the challenges and key objectives
Creating the partner titles was a daunting yet fun task because of the amount of work that had to be done. I basically had to fully conceptualise, design and animate a 2-3 minutes title sequence in less than 2 months, challenging task for a one-man job.
The partner titles are based upon 2 main concepts: ‘Utopia’ and ‘Dream construction’ and how these 2 ideas are key elements in constructing the future. These 2 concepts along the festival’s theme —‘Let’s Feed the Future’ — nourished and complimented the conceptual background behind the project.

Describe how you arrived at the final design
The use of scale, the designed dreamscapes and the space they live in; serve as the core visual reference and as an excellent metaphor for the Utopia and Dream Construction concepts. For each of the dreamscapes, a unique typographic composition was designed and translated into a 3D sculpture. While some sculptures were more literal and others more metaphorical, the result is a collection of 3D typographical sculptures breathing in a virtual environment inspired by space, light, form and typography. The coloured yellow type compliments the colour graded visuals almost like a graphical accentuation.

Give some indication of how successful the outcome was in the market
OFFF Festival Partner Titles were presented and premiered as the festival's main opening conference in front of a 3,000 audience auditorium at the Centre de Cultura Contemporània in Barcelona. OFFF Partner Titles had been featured in several print and online media and more recently London based Computer Arts Magazine selected the project for a special feature in an upcoming issue. Later this summer OFFF Partner Titles will receive the Excellence in Typography Award by the Type Directors Club in New York; it will be part of TDC 58th Awards Exhibition and the Annual of the Type Directors Club, Typography 33.