The Clarks marketing team presented us with the outline of their creative idea, and our production and post teams explored the best options for bringing it to life. A live-action, high-speed shoot would certainly be fun, if a bit messy, but our camera angles would be limited. To give us complete creative control, we opted for a full CGI, photo-real particle simulation approach.
This route gave us the ultimate flexibility in controlling what the (virtual) camera sees and allowed us to tweak the variables and re-run the scenario until we got our money-shot. We began with the basic elements of the logo’s overlapping swirl shapes and the rainbow gradients and combined this with the properties of powdered pigments. The end result is a dazzling explosion of colourful dust; you might even say it’s like a magical puff of clouds.
For more information about this video or if you would like to discuss a script or treatment, please email Loco or call us on +44 20 7304 4403.