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Trollbäck + Company Designs For Resilience In New PopTech Conference Opener

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 For its latest collaboration with PopTech, the annual gathering of world-changers, international creative studio Trollbäck + Company created the conference's opening sequence around the theme of "Toward Resilience." This marks the fourth collaborative title design between PopTech and T+Co, which also involved additional branding materials. The event took place in late June in Reykjavik, Iceland. 

 PopTech 2012 explores how organizations and communities anticipate disruption, overcome challenges and manage a successful comeback. 
Inspired by the power of the Icelandic nature, T+Co's interpretation of "Toward Resilience" plays with the juxtaposition of opposing forces, such as creation and destruction, light and darkness, and smoothness and sharpness. A frequency of lines flows and wraps around various forms giving them definition, from rolling hills with hints of green to blue-tinged lapping water and a disintegrating iceberg.  
For Technical Director Justin Zurrow and Art Director Peter Alfano, the initial step was to determine what kind of story they wanted to tell visually with the lines. Following his methodology of using music to inspire motion, Executive Creative Director Jakob Trollbäck provided a temp music track by artist Squarepusher that helped set the mood and pacing of the animation. The final score was composed by Michael Montes of Sacred Noise. 
"For me personally, Iceland is such a fascinating place," explains Zurrow. "It's a hostile, natural environment, but there's something beautiful and hopeful about the fact that it rose out of the ocean from nothing. To capture the interplay of opposing forces, for example, we showed the creation of Iceland's unique land formations, but also its destruction with the breaking of the iceberg. We're not trying to pass judgment, but just show it as an event that happens." 
"We explored how these lines define form, and developed a shader in Maya that maps luminance to 3D objects and creates corresponding lines in reaction to light," adds Alfano. "The challenge was finding a balance between being too reductive and abstract and being too literal with the frequency of lines." 
Initially, the animation was done in black and white, but ultimately, color was added to connect it to the beautiful landscape. The moiré issue [interference pattern] was the biggest concern. "Using Mental Ray really fixed these problems," says Alfano. "The program now uses unified sampling, which allows designers to sample points in a 3D environment opposed to a grid format. This software made everything look and work better." 
"This was a great project for us as a studio because we could experiment with tools and techniques that aren't possible on commercial timelines," concludes Zurrow. "The client sent us some great references, such as landscape photography, but gave us a lot of latitude to design a piece that captures the relevant voice of the conference." 
Credits: 
Trollbäck + Company
Executive Creative Director: Jakob Trollbäck
Art Director/3D Animation: Peter Alfano
Technical Director/3D Animation: Justin Zurrow
Designer: Kelli Miller
Producer: Whitney Green
Composer: Michael Montes
Technology Used: Maya with Mental Ray and After Effects 
About Trollbäck + Company
Trollbäck + Company is an award-winning creative studio communicating engaging ideas in the simplest, smartest and most visionary ways. Led by executive creative director Jakob Trollbäck, the collaborative group directs television commercials, designs opening titles, brands networks and creates experience-based content for global brands. Trollbäck + Company is the recipient of numerous awards including a primetime Emmy, and is regularly featured in publications and exhibits around the world. 
 

Last changed: Sep 04 2014 at 3:20 PM

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