GMS 2013: IDG WORLD EXPO

GMS 2013
IDG WORLD EXPO
 

We were asked to produce the key-art and opening titles, for The Games Marketing Summit and Awards in San Francisco. The event is a get together of all the top marketeers in the video games industry, culminating in an awards ceremony honouring the best creative work from the previous year. We were given an open brief with the tag line “The Game as the Platform” which allowed us to produce something nice and edgy.
 
 

CREDITS
 

DIRECTOR/PRODUCER: M-I-E

3D: Sam Blain, Simon Graham

2D: Du Yukai

COMPOSITING: Eduarda Lima

MUSIC: Jean-Garbiel Becker @Sounds&Sons

STYLEFRAMES
 

The concept behind this spot is that every element represents a different type of game. We didn’t want the design of each element to be too specific, we wanted it to have it’s own characteristics, like a living organism. The patterns designed on some of the elements take their inspiration from pin ball and fruit machines, a nod to early forms of games programming. We wanted the elements to flash as if they each carried a piece of data. The animation itself is designed to move like marine life. The “platform” is a huge coral reef, a living environment for the games to exist.

PROCESS
 

Our original idea was to use designed elements to form different aspects of games, like figures, robots and vehicles. These would have then transformed into one another during the sequence. The client however, felt this was too specific and asked us to keep our approach more abstract.