Lamda
48HR FILM FEST
Lamda stands for London Academy of Music and Dramatic Arts. We were approached to create a short animation to promote the festival both as a DOOH and a mobile campaign.
The first creative path was leaning towards a typography centered approach: with a continuous vertical scrolling, a timer (up to 48 hrs) and graphics jumping in and out of the scene to break the monotony of the movement.
In the end the client opted for a more dynamic approach and a faster pace.
The logo of the festival and the number 48 became then the objects of a wide array of 3D animations and while the typographic approach wasn’t abandoned, it was repurposed as a mean to transition between the different 3D animations.
The style is minimal, so is the colour palette which is kept neutral in order to emphasize the orange of the original logo.
I wanted to break the vertical space down to square blocks, introducing new sections and bringing more dynamism to the scene.
In order to do so, I created 3D animations to obtain a more original approach conveying the illusion of real time dynamics between the 3D and 2D elements.
The typography has also been modified in order to align with the logo aesthetic.