Advertising

Freddy’s Kaleidoscope of Motion Design

By Delphine Hirasuna | October 23, 2013September 4, 2014

The symmetrical patterns and multiple reflections created by a kaleidoscope served as the perfect metaphor for the art of dance and gymnastics – and a means to demonstrate the ease of movement offered by the dance and fitness apparel manufactured by Freddy Wr.UP of Italy. For the making of the video, DLV BBDO Milan collaborated with Abstr^ct:groove production company to build a simulated kaleidoscopic view of performers in motion. Considerable storyboarding preceded actual production. Abstr^ct:groove producer Mauro Mastronicola says, “To understand how to achieve the graphic patterns we wanted, we started by studying small scale models and then we went into CGI simulations. All the effects were obtained in camera without the use of added post-production.”

Not everything happened in camera, however. Abstr^ct:groove designed and built four thaumascopes of different sizes and shapes, the biggest being about 30 feet long with an triangular opening of about 8 feet and the smallest being about 5 feet in length with a square opening of about 2 feet. The Italian National Team of Rhythmic Gymnastic ‘le Farfalle’ was asked to perform the gymnastic movements which were choreographed by their trainer Emanuela Maccarani. Luigi Pane directed the film and Franky B (aka Cryptic Monkey) produced the music.

Brand Logos

Sports Celebrity or Global Brand?

By Delphine Hirasuna | March 15, 2012September 4, 2014

Corporate mar-com managers, ad agencies and designers talk endlessly about “their brand” — building a brand, protecting a brand, creating brand distinctions, proving brand integrity, winning brand loyalty, etc.
The world’s top brands will attract consumers who trust that any products that bear their name and logo is reputable, and they will aggressively pursue any entity that tries to knock-off or pirate their brand or in anyway damage their brand’s reputation or steal their market through misleading lookalikes. That is why NBA superstar Michael Jordan recently sued Chinese sportswear and shoe manufacturer Quiodan (the way Jordan is pronounced in Chinese) for using his name and playing number without authorization. Jordan makes a compelling case for why this isn’t simply about the misuse of his name but about infringing on the proprietary rights of a respected global brand.