In conversation with Mike Tosetto and Tim Clapham
We caught up with Mike Tosetto and Tim Clapham, the duo behind the extraordinary title sequence for Make IT, to find out the creative process they followed to create this amazing video
What struck your mind when Adobe commissioned you to create an art piece for MakeIt?
Tim: I thought it was a great honour to be invited to create something for the Make It conference, the brief was very open and that made the project even more exciting. I was looking forward to the opportunity of creating a piece of work which didn’t have the restrictions of regular commercial work, an animation that we could explore and create with no limitations on creativity. Having the logo design already created was also an interesting way to start a project. The foundation was laid and we had to build upon this.
Mike: Being asked by Adobe to work on the title sequence for Make It was super exciting. It was a dream job with an open brief. We also had time on our side to explore and come up with a unique piece of animation. It was even more exciting that the event was at Carriageworks. It’s such an awesome space with amazing production, massive screens and an incredible sound system. On top of that, collaborating with Tim Clapham on the motion and Ben Romalis on the music gave us a great platform to do the best job we possibly could.
What was the process that you followed to bring it to life?
Tim: Mike and I wanted to keep the spirit of the logo throughout the piece, so we decided to continue to work with the isometric design. We hoped to take it to the next level, so we rebuilt the logo and all the objects in 3D using Cinema 4D. The wonderful colour in the Illustrator artwork was very inspiring and we aimed to keep that freshness in our renders. Such vibrant colours couldn’t be ignored, so we embraced them. We decided that these colours could become the source of illumination for the 3D rendering. By using global illumination in combination with the bright luminance from the colour palette allowed us to create rich and almost tactile renders, the light played across the surface of the objects illuminating the letters and objects with soft hues and subtle gradients, yet still maintaining the spirit of the original artwork.
To create the animation, we decided to assemble the various objects from the logo, almost as if they build themselves. These objects all represented tools that artists use today, from digital devices through to more traditional media, the wealth of tools available to us is incredible and allows for unlimited creative possibilities. We chose to align various devices with the presenter names, the photographer and the camera for example. We modelled and assembled each element in Cinema 4D, using combinations of the colour palette to create interesting mixtures of light and colour as they mingled and blended together.
At first we rendered hundreds of frames of each proposed shot using hardware rendering for speed and efficiency. These shots were edited together in Premiere Pro, where we could quickly assess the results and how the clips worked together. After repeatedly fine tuning the edit, we then moved onto rendering the full resolution frames and for this we chose to use Vray for Cinema 4D. Vray gave us a fast, noise and flicker free result from our global illumination. To further enhance the result we built a huge composition in After Effects and layered several passes of global illumination and reflection over our beauty pass, combining this with colour correction to push the illumination and intensify the richness of the piece.
Mike: Following on from Tim’s comments on the 3D and compositing, we wanted to do something interesting with the typography to introduce the names of the presenters speaking at the event. We explored Adobe Type Kit and chose Proxima Nova as our typeface. We felt the rounded curves of this font would lend themselves nicely to animation. We redrew each letter as separate strokes in Adobe Illustrator, then imported them into Adobe After Effects, which gave us total control over the animation of each individual letter.
We then constructed all the speakers names and built them onto screen in interesting ways, playing with time offset, different scales, and random colours from within our colour palette. This style of animation complimented the glitchy, percussive music that Ben Romalis composed specifically for this piece.
Throughout the whole animation, we played with very quick jump cuts to the beat of the music. This allowed for a speedy editing style, where we were not only jumping between long shots and close ups, but we were also cutting between different colour variations within our scene.
Another point worth noting is that we didn’t want to reveal the name of the event until the very end, so throughout the animation we merely illuminate letters, never giving anything away. It’s not until that very last beat of the music that Make It is finally revealed.
You can check out the entire process reel here
More about Tim and Mike
Tim Clapham is Creative Director at Luxx and is a multi-disciplinary Director, Designer and Animator. He is an industry recognised expert and a renowned trainer with a meticulous attention to detail. Luxx is a boutique motion graphics and 3D animation studio based in Sydney, creating innovative and cutting edge design for Broadcast, Advertising and Digital Delivery.
Evolving from a solid foundation in traditional animation using both Film and Video, Tim soon transitioned into the digital domain and has forged a solid career in the world of Motion Graphics. With over fifteen years of industry experience, he has worked with a wide range of global advertising agencies and broadcast networks, producing world-class content that is both technically challenging whilst maintaining innovation and high quality.
More details: http://luxx.tv ,
Mike Tosetto runs his own studio in Sydney, Australia producing motion graphics, 3D and design for both local and international clients. An awarded designer, his work has featured in some of the industry’s most respected design blogs and publications. As an active member of the design community, Mike is also a proud member of the NSW council for AGDA (Australian Graphic Design Association). He regularly speaks at industry events, guest lectures for design colleges and teaches motion graphics classes and workshops. He spends way too much of his spare time glued to screens, working on side projects and collaborating with other creatives.
Mike also plays the didjeridoo, which took him to Glastonbury Festival in a past life.
More details: http://miketosetto.com,