Hello Everyone! My name is Gabriele Ricci, and I work as a freelance 3D motion director, designer and animator.
Today I want to share my creative process behind the recent video I made for Emporio Armani. Let’s take a look!
Freelance Motion Director – The brief:
The campaign’s purpose was to launch the new Emporio Armani sunglasses made in a special edition to celebrate “Diwali”, the famous Indian festival of lights.
The Diwali festival celebrates new beginnings and the triumph of good over evil and light over darkness.
The initial elements for my creative explorations were the sunglasses and their packaging.
That gave me plenty of creative freedom!
The creative concept:
In the project’s first phase, I worked to develop a creative concept that celebrates the special edition of sunglasses as a unique and precious item.
Still, I also wanted to include the core concept of the festival, where lights triumph over darks.
Before start working on some visual explorations, I made a written treatment that I used as a script for the video:
“In a dark and seductive environment, 3D elements interact with lights.
“In un ambiente scuro e seducente, degli elementi 3D interagiscono con le luci.
With a dynamics and elegant edit, we see in parallel some details of the sunglasses highlighting their simple but charismatic shapes.
The 3D elements and sunglasses are edited in a crescendo until we reach the final scene, where we see the sunglasses placed over shapes inspired by the texture’s packaging product.”
Freelance Motion Director – Visual proposals + assets creation:
After presenting three creative explorations, the client selected the ” Gold ” proposal.
In this proposal, I imagined the light interacting with a black stone.
As soon as the light touches the rock, it becomes gold.
To create some visual elements for the video, I started by developing some 3D assets:
Based on the packaging’s product, I developed this gold frame with the same proportions as this group of squares.
To create the minerals, I imagined that the squares of the textures could be tridimensional.
I got some stylised crystals by extruding the cubes on the vertical axis.
Freelance Motion Director – Storyboard and Styleframes:
After developing a solid creative concept, I created a rough and exhaustive storyboard that combines the script’s direction and the mood board’s visuals.
I also made some style frames to pre-visualize how the sunglasses would look.
Freelance Motion Director – Animatic + first Sound edit:
After getting the approval for the storyboard, I started creating an animatic:
An animatic is a tool that clarifies the timing and rhythm of the video before going deeper into 3D visualization.
To help the client better understand the mood of the animation, I also included a soundtrack.
For the audio part, I worked with “Amplitudo” an excellent sound agency based in Torino.
Delivery + sound design:
The final phase of the production was to develop each shot at the maximum of its potential.
I focused on clean designs, solid compositions and engaging editing.
In the video’s final version, we also added a sound design that helps blend all the video’s elements better.
Let’s see the final and complete version once again:
Freelance Motion Director – Conclusion:
Hey! I hope you find the “case study” helpful!
I am eager to direct and animate new projects.
Don’t forget to subscribe to my channel to watch more content,
and if you have any questions, feel free to contact me!