SIGGRAPH ANIMATION FESTIVAL
Designing a film festival experience
May 2016 - July 2016
Siggraph 2016/ Christie Digital Inc.
Roy C. Anthony - Computer Animation Festival Chair & Manager
Vib Soundrarajah - Digital Media Designer
Dustin Rochford - Motion Designer
Graphic Designer: Brand identity, logo designs, storyboarding, interstitial designs, marketing design
In 2016 I had the amazing opportunity to design for The Siggraph 2016 Computer Animation Festival while working at Christie Digital. I worked with the Computer Animation Festival Committee to develop a complete film festival experience and lead the graphic identity development for the four day-time select shows (The Arcade, Break it Down, Winner's Circle and Demoscene).
I began this project by collaborating with the directors to understand their vision and the concepts behind each show. Through constant iterations and feedback sessions I translated the unique narrative of each festival category into logo designs.
Break it Down features films that reveal the techniques and technology that go into creating stunning visual effects. I created a concept for the logo that draws a parallel between the steps that go into creating a 3-D object (points - lines - shapes - colors - rendered object) and the behind the scenes work that goes into creating special effects. I realized I needed to create an animated logo to represent this idea so I used After Effects to bring it to life.
Interstitial designs were important to maintain the flow of the shows. Each show featured a list of curated films, which required a thoughtful transition from one film to another. I storyboarded the interstitial designs and provided art direction. Every aspect of the interstitial design was carefully considered including what specific scene from the film to use as a backplate image. I worked closely with our motion designer to bring the designs to life.
What I learned
Designing for the Computer Animation Festival was a truly unique experience that introduced me to the world of film, animation and title design. I learned about the art of storytelling and the importance of the tiniest of details in things that typically go unnoticed, such as interstitials.
It stretched me as a designer to simultaneously create design elements while considering how these individual pieces would come together to become part of a larger event narrative and experience.