OFFF Festival Design & Branding YEAR ZERO by PostPanic

YEAR ZERO

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Industry Traffic safety
Media Design & Branding
Market Netherlands
Agency PostPanic
Producer Annejes Van Liempd, Michaela Berkova
Released June 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: OFFF FESTIVAL 2011
Product/Service: SAFE DRIVING POLICE SCHEME
Agency: POSTPANIC
Director/Editor/Writer/Director Of Photography: Mischa Rozema (Postpanic)
Executive Producer: Jules Tervoort (Postpanic)
Executive Producer: Ania Markham (Postpanic)
Producer: Annejes Van Liempd (Postpanic)
Visual Effects Supervisor: Chris Staves (Postpanic)
Computer Graphics Supervisor: Ivor Goldberg (Postpanic)
Director Of Photography: Jiri Malek (Savage)
Executive Producer: Pavla Burgetowa (Savage)
Executive Producer: Klara Kralickova (Savage)
Producer: Michaela Berkova (Savage)
Music/Sound: Hecq (Hecq)
Co-Writer: Si Scott (Si Scott)
Media placement: Short Film - Cinema Screening, Website - 9th June 2011

Describe the brief from the client
The client needed the main titles to introduce both the theme of the festival, 'Year Zero', and names of the artists and speakers participating. As a festival celebrating the cutting-edge of post-digital culture, the client was expecting the main titles to reflect a high level of creativity and execution.
The client gave us complete freedom to make the main titles whatever we wanted. There was no specific technique or style he was looking for, just something that would make people stop, look, think and watch again, and also lead to viral resends via social networks.

Describe the challenges and key objectives
The biggest challenge was the amount of names we had to include, which was over 60, in varying degrees of length and complexity. This had a knock-on effect on the amount of time that was needed to contain them all and how to create a narrative within the film, as opposed to just showing names. We also wanted to create something that captured the creative attitude of our collective when confronted with the theme of the festival. This rare project encouraged us to incorporate our identity within the work we created, rather than just that of the brands.

Describe how you arrived at the final design
We knew we wanted to make something dark that fitted in with our collective and the theme of the festival. With nil budget, we would have to film the majority of the film and then carefully pick VFX that would be applied to each scene. Using a Canon 5D, we chose to film in Prague as we wanted an unfamiliar urban environment with specific architecture and local faces with which to populate the film. With the footage, a team of designers, 3D artists and VFX seamlessly embedded artists' names in between the narrative unfolding on the screen.

Give some indication of how successful the outcome was in the market
The overall impression was of an epic film that set both the tone and scale of the festival for the attending public. It was also incredibly successful as a piece of viral content. Just on Vimeo alone, it has enjoyed over 500,000 viewers to date. There was extensive industry media coverage on the main titles which helped raise industry awareness of the festival. Reaction was also very positive about the hybrid nature of the film and how the creativity led the viewer through the narrative, rather than the techniques employed. Artists enjoyed finding their names.