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Trollbäck + Company Stages Creative Journey for AICP Next Awards Show Open

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Strategic design agency Trollbäck + Company (T+Co) recently debuted a live multimedia show open for the 8th AICP Next Awards. Recognizing marketing innovations in emerging media, the annual awards ceremony kicked off at NYU’s Skirball Center for the Performing Arts. The show open will screen in major cities throughout the U.S. during the 2014 AICP Awards Tour.


Commemorating the 23rd anniversary of the AICP Show, T+Co created a video wall that played throughout the awards celebration night at MoMA. In addition, T+Co developed the homepage landing video on the redesigned AICP Awards Archive website (www.aicpawards.com), which launched on June 10th.

To view their AICP work: http://www.trollback.com/aicp-2014/ To view the MoMA Wall content on Vimeo: http://vimeo.com/99069733

“Jakob [Trollbäck] and his team at Trollbäck consistently knock it out of the park for us,” notes Matt Miller, President and CEO of AICP. “We are thrilled with all of the elements they created for us. They enhance the experience of our events and help us articulate our brands.”

After producing last year's open around the inaugural AICP Week, T+Co, led by Creative Directors Elliott Chaffer and Brian Bowman, and Digital Creative Director Stephen Baker, conceived this year’s open in three acts: "Search," "Journey" and "Arrival." Introducing the show sponsors, judges and credits, each act simultaneously visualizes a stage of the creative journey through a galaxy of abstract geometric and graphic forms derivative of the AICP Next Awards logo.

“We wanted to immerse viewers into a big cinematic experience," remarks Chaffer. "Using the shapes of the AICP Next logo (polygons, triangles, squares and rectangles) and sleek lines extruding into kinetic dimensional boxes, we were able to create something graphic yet dimensional."

The fully immersive experience spans seven screens: five LED cubes on stage and a gigantic LED curtain surrounding the main projection screen. Working hand-in-hand with Edison, New Jersey-based technology solutions company McCann Systems, T+Co was able to bring these multiple screen formats to life.

"The narrative relates to a creative search for the next big idea, followed by the momentum of honing in on it – that rush of energy you feel when an idea is really working – before going back inside the seed of a concept," explains Chaffer. "This all culminates in the show open when millions of lines burst towards the audience, activating all of the screens, which resolve into the AICP Next logo."

According to Chaffer, the graphic fluidity of the piece was executed using generative coding techniques that T+Co previously developed for another project. Working with abstract particle-based elements afforded the opportunity for T+Co to tap different sides of its creative arsenal.

"We overcame the technical challenges by simply experimenting, as we had a number of artists simultaneously working on the designs and animations before we pieced it all together," Chaffer says. "The process revealed surprising moments and happy accidents throughout. We also experimented with screen resolutions, degrading images and even re-projecting elements onto glass for a more optical look."

For the MoMA video wall, T+Co extracted elements from the show open, which are noticeably slower and more ambient in movement. They also created original kinetic abstractions specifically for the wall, ranging from intricate line-work to geometric points in space.

"We were ecstatic about having a piece of live art in one of the most famous museums in the world," Chaffer says. "Our aesthetic sensibility leaned towards growth and complexity while deferring away from the literal – just showing off beautiful forms and giving people something exquisite to look at."

For the AICP Awards Archive website, Chaffer says the homepage landing video acts as an inviting entry point into the AICP archives – similar to a waiting room. T+Co created a video featuring a virtual interior of the MoMA. Drawing inspiration from light-and-space artist James Turrell, the experience is highlighted by wall illuminations, which were shot in T+Co's studio and on a sound stage. The 45-second film is guided by two principles: emphasize that the AICP commercial archive is housed at MoMA; and represent the archive as an art piece itself.

"The video design is an abstract background loop that represents plurality while insisting on intrigue," concludes Chaffer. "We incorporated live-action silhouettes of gallery visitors meandering in the animated environment to build on the idea of mystery and cultural meaning. 360-degree projects like this are fun because they give our team the freedom to experiment and try new things."

Strategic Design Agency: Trollbäck + Company

AICP NEXT Award Show Open
Jakob Trollbäck - Chief Creative Officer
Brian Bowman - Creative Director
Elliott Chaffer - Creative Director
Steve Baker - Digital Creative Director
Josh Lynn - Art Director
Dennis Cheung - Lead Animator
Koda Ko - Animator
Paris Glickman - Animator
Nate Buchik - Lead Editor
Caroline Källbäck - Editor
Elyse Roth - Executive Producer
Erica Schrager - Head of Production
Tamara Bridges Rothschild - Senior Producer

AICP MoMA Projection Wall
Jakob Trollbäck - Chief Creative Officer
Brian Bowman - Creative Director
Elliott Chaffer - Creative Director
Steve Baker - Digital Creative Director
Dennis Cheung - Lead Animator
Kit Lam - Animator
Koda Ko - Animator
Paris Glickman - Animator
Elyse Roth - Executive Producer
Erica Schrager - Head of Production
Tamara Bridges Rothschild - Senior Producer

AICP Website Landing Video
Jakob Trollbäck - Chief Creative Officer
Brian Bowman - Creative Director
Elliott Chaffer - Creative Director
Steve Baker- Digital Creative Director
Kit Lam - Animator
Elyse Roth - Executive Producer
Erica Schrager - Head of Production
Tamara Bridges Rothschild - Senior Producer

About Trollbäck + Company:
Trollbäck + Company is an award-winning strategic design agency committed to communicating engaging ideas in the simplest, smartest and most visionary ways. Led by Chief Creative Officer 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.

http://www.trollback.com

Last changed: Aug 19 2014 at 11:59 AM

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