MAX 2018 Teaser Video #2
LIGHT: Color, balance, glow, movement, reflection, refraction.
For this year’s Adobe MAX conference, we wanted to combine light and motion to create unique animated stories on the streets of L.A., where MAX is returning after two years. We were inspired by Tao Tajima’s “Night Stroll.” We captured L.A. street scenes, then animated and composited the artist unique art, bringing their work to life.
Melissa So is the second creative in the series. Knowing she is a lettering artist, here is what we tasked her with: give us three phrases that tell your story over 7-10 scenes (video footage with roughly keyed music will be provided) and lead up to your unique treatment of MAX. She certainly did not disappoint. She perfected her lettering by hand, then vectorized it and delivered .ai files so we could add glows, reflections and put them in motion. Below you can see three different phrases, in three different typographic styles that have an inspirational tone and lead up to MAX logo with special Melissa spin on it. Enjoy!
Final still images
Original art: Melissa So
Motion design and animation: Steve Ogden
DP, video: Mike Burton
Creative direction, video: Dan Cowles
Final still image: Neil Kryszak
Photo retouching and compositing: Dan Fullington
Creative direction, design: Kashka Pregowska-Czerw
Music: “A Hearing” by Slum Sociable, courtesy of Liberation Records by
arrangement with Hidden Track Music
Adobe MAX—The Creativity Conference, October 15–17, 2018, Los Angeles, California