Mumbai : Post Office Studios conceptualised and produced five animated films to launch Asian Paints’ Colour Next series this year, which were released at country’s most definitive design and home decor week, India Design ID.
Every year, Asian Paints launches an expertly researched and curated set of trends that reflect the aesthetics of our times, along with a carefully handpicked colour of the year; all of which they later translate into home décor ranges drawing inspiration from the same. The four diverse trends this year are Adulting, Enchanted, Harvest and F-lux, in addition to Asian Paints’ Colour of the Year for 2019: Awakening.
In order to best showcase these trends to the audience, the team at Post Office largely used 3D Motion Graphics to set tone to the visuals, seamlessly integrating the elements and thought process encapsulating these trends into a single narrative. Around 15 different artists with distinct creative styles worked on the films, all meticulously selected to match the visuals concerned. The creatives, too, were designed to complement and bring out the year-long research undertaken by Asian Paints, rather than override the same in any way. The videos are thus reflective of a unique collaboration between a pioneer in design, Asian Paints, and an upcoming new media technology company that is focussed on innovative storytelling- resulting in the creation of a set of 3D animated films that are rarely seen in commercial advertising space in India.
Link to the campaign-
Aditya Tawde, Director of the film and Chief Creative Officer, Post Office Studios said, “When Asian Paints approached us with their Colour Next brief, we were very excited to work on the project, due to its immense creative potential and the free reign that Asian Paints gave us in terms of treatment, as long as it drew from their research. We immediately did a few brainstorming sessions and conceptualised 5 unique ideas to match each trend. We then spent sufficient time detailing the particulars; while the films had a similar undertone, they were given distinct tonalities and visuals, complemented by music and voice overs that did justice to the theme concerned. The biggest challenge for the team was to execute all the 5 videos in just a month, which was difficult both technically as well as creatively, if a certain standard needed to be achieved. Since commercial briefs in India are rarely this avant-garde creatively, we wanted to push the creative boundaries to the extent possible. We therefore collaborated with 12 artists based out of countries such as USA, Russia, Belgium, Poland, UK, Italy, Spain and Chile, who worked in sync with our talented team based in Mumbai.
We are particularly proud of the manner in which we approached the ‘Colour of the Year’ video, which was an amalgamation of grand visuals created by 9 artists from across the globe, all tied together by their colour, ‘Awakening’. Being able to showcase a number of unique creative perspectives on a single colour gave us the opportunity to truly showcase our skill sets, and we’re very glad that we were able to successfully execute the same.”
Credits:
Conceptualised and Produced by Post Office Studios
Director: Aditya Tawde
Creative Director: Harsh Sharma
Lead Producer: AunneshaSen
Associate Producer: SaloniDukle
Editor: Aditya Tawde
Associate Editor: AkhtarShaikh
Adulting:
3D Design and Animation: Harsh Sharma, VaibhavNegi
Associate 3D Design and Animation: ShanelMoraes
Music Composer: Noazad Patel
Sound Mix and Design: Tommy Monterio
Sound Studio: Splice Studios
VO Artist: Anusha Mishra
VO Studio/ Engineer – RidhiRaag Studios / Brandon Cooper
Storyboard Artist: PankajGole
Harvest:
3D Design and Animation: Martin Salfity
Music Composer: Aditya Ashok
Sound Mix and Design: Aditya Ashok
VO Artist: Prerna Chawla
VO Studio/ Engineer: RidhiRaag Studios / Brandon Cooper
Scriptwriter: NandiniGodara
Storyboard Artist: OmkarSawant
F-lux:
3D Design and Animation, and Co-Director: FabianAerts
Music Composer: Aditya Ashok
Sound Mix and Design: Aditya Ashok
VO Artist: KaveaChavali
VO Studio/ Engineer: RidhiRaag Studios / Brandon Cooper
Storyboard Artist: VivekKarandikar
Enchanted:
2D Illustrator: Ewa Geruzel
2D Animators: Pratik Satam, Neekhil Dighe
Sound Mix and Design: Tommy Monterio
Sound Studio: Splice Studios
VO Artist: Prerna Chawla
VO Studio/ Engineer: Ridhi Raag Studios / Brandon Cooper
Scriptwriter: Nandini Godara
Storyboard Artist: Vivek Karandikar
Colour of the Year:
3D Design and Animation: Iain Chudleigh, Gabor Ekes, Vincenzo Memeo, Marcel HB, Vladimir Arisov, Dave Stewart, Felipe Goldsack, Nachei Sanchez, MES
Music Composer: Naozad Patel
Sound Mix and Design: Tommy Monterio
VO Artist: Aditi Thirani
VO Studio/ Engineer: Ridhi Raag Studios / Brandon Cooper
Scriptwriter: Nandini Godara
