To prepare for the 2014 Mobile World Congress, Telit needed a video to showcase their new IoT modules, connectivity services and software products. The goal of this video was to position their line of products as the high-end integrated solution in the B2B and consumer sector.
Excited to be part of the team at Centerline Digital and that brought this project to life. My role involved art directing the design and animation, as well as the more technical role of matchmoving and integration of computer generated graphics with the live action footage.
Execution of this complex vision for Telit called upon a wide variety of techniques spanning the fields of VFX, design and animation in order to integrate live action footage with 2D and 3D graphics. This project is special to me because it required me to bring to the table the results of all of my cumulative experience in these three disciplines and to integrate them seamlessly for a unique final product.
Role: Art Direction / Design / Animation
Production: Centerline Digital
The Creative Process
To showcase the line of products and services that are integral to customer experience but often invisible to the average consumer, we knew we had to design a creative graphical solution that addressed these key objectives:
Highlight the typically hidden uses of Telit microchips and services integral to day-to-day consumer experience
Develop a visual story that showcases the integration of products and services
Design imagery that would inspire, and distinguish the brand in the mind of the customer by creating a lasting impression
To create an emotional connection with the end consumer, we focused on showing where the products can be found in daily life. We aimed to do this through creating dramatic moments that demonstrated the engineering and functional aspects of the products, and also the internal microchips that Telit creates.
To achieve this, our final design concept was to integrate computer generated models of various products within the live action video, and use 3D animation to literally take them apart in order to reveal how Telit products and services powers their inner workings.
Working with Live Action
After shooting the video with our actors, a series of post-processing steps had to be completed in order to prepare the video for integration of the computer generated products and graphics with the live action footage.
These steps include creating a virtual camera that replicated the exact movements of the real camera used to shoot the video (known in VFX industry as matchmoving), creating precise real world based 3D scenes for each shot, removing any imperfections or markers, and creating masks for objects that occlude the computer generated elements (rotoscoping).
Designing the Visual Language
A library of visual key elements were specifically designed and animated for this project.
The Animation Process
The animation of the graphic elements was specifically crafted for each live action shot, matching the movement and actions in the shot. The software used for integrating all the graphics and video was Adobe After Effects.
The Making Of
The video received a reception and generated a lot of excitement while showcased at the Telit IoT Innovation Booth at Mobile World Congress 2014. This energy and attention helped the brand to position itself as the high-end choice for integrated solutions in the B2B and consumer sectors.
Thanks to its innovative use of storytelling, design and animation techniques, the project was featured in a series of Motion Design web articles and published in SendPoint Motion Graphics publication.