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
Last summer 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 was able to manifest the unique narrative of each festival category through the 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 - colours - 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.