CLIENT: DIO
DIO WORKING UNDER WARNER ( NETHERLANDS ) AND HIS CREATIVE DIRECTOR APPROUCHED GENESIS LABS TO CREATE
PROMOTIONAL ASSETS FOR HIS NEWEST SINGLES "OPZIJ" AND "MIRAGE". THEY WANTED TO CREATE A WORLD WHERE DIO COULD BE SEEN LIVING INSIDE OF HIS SONGS AND THE STORY COULD BE RECEIVED IN A SONIC AND VISUAL FASHION.
RESEARCH AND DEVELOPMENT
FROM THE ORIGIN DIO AND HIS TEAM WANTED THE VISUALS TO STICK TO HIS LIMITED COLOR PALETTE AND HIS LOVE FOR MONOCHROMATIC VISUALS. WE TOOK ALOT OF INSPIRATION FROM VISUAL IDENTITIES SUCH AS WES ANDERSON AND LEICA STUDIOS IN TERMS OF THEIR FRAMING AND COLOR SCHEMES. "OPZIJ" WAS ABOUT THE MONOTONY OF
LIFE AND HOW IT ALL FEELS LIKE ITS REVOLVING CONSTANTLY WITHOUT STOPPING & "MIRAGE" IS ABOUT FALSE PERSPECTIVES. WE USED 3D LOOPHOLES TO GENERATE GENERATIVE VISUALS WITHIN THE SAME MOTION AND CAMERA RANGE AND HYPER REALISTIC 4K ROTOSCOPED VIDEOS TO PLACE AND COMPOSITE DIO WITHIN THESE WORLDS.
COVER ART
GENESIS LABS WAS ALSO RESPONSIBLE FOR THE COVER ART USED FOR THE PROJECT. THE CREATIVE BRIEF WAS TO MAKE A COMMENT ON HOW SOCIETY MAKES YOU RUN IN CIRCLES UNTIL ALL YOURE LEFT WITH IS THE SHELL OF WHO YOU ONCE WERE. WE CREATED A 3D COVER TO EXPRESS THAT SENTIMENT PERFECTLY.
3D VISUALIZATION
ONCE THE CONCEPTS WERE FINALIZED WE MOVED INTO 3D PRODUCTION. ALOT OF THE ROTATION SHOT WAS GENERATED AS THE CAMERA PASSED THROUGH ( A TECHNIQUE CALLED CAMERA CULLING ), THIS WAS DONE SO THAT THE MEMORY OF THE PROJECT WOULD NOT EXCEED A UNWORKABLE AMOUNT. USING ALL 4K TEXTURES PROVED TO BE A CHALLENGE BUT NOTHING OUR LABS COULDNT HANDLE. THE COMPOSITING WAS A WHOLE BEAST ON ITS OWN, FROM CUTTING OUT THE TAKES TO CEMENTING HIM WITHIN THE WORLD WHILE NOT DESTROYING THE QUALITY OF THE FOOTAGE WAS AN INCREDIBLE FEAT OF CREATIVE PROBLEM SOLVING.
IN CONCLUSION
GIVEN THE CREATIVE PROBLEM SOLVING AND THE CONSITENCY IN THE ART DIRECTION THE FINAL PROJECT ACHIEVED WHAT WE ALL INTENDED IT TO DO, TO EXTEND DIOS SONIC WORK INTO A CUSTOM LANDSCAPE HIS VIEWERS CAN FALL INTO. OUR WORK WAS FEATURED IN TIMES SQUARE IN A COMEDIC "DIO" FASHION AND ALSO POSTERS FOR HIS PERFORMANCES. GENESIS LABS IS PROUD TO HAVE THIS ARTICULATION OF DESIGN ON OUR SHELVES.
