Hello, Everyone. My name is Gabriele Ricci, and I am a freelance motion director,
designer and animator director from Italy.
Today, I want to share how I developed this video for Ray-Ban, based on the talented Pablo Espinosa illustration.
Let’s have a look!
The first step to sell my idea to the client was to create a presentation document, which included all the information needed to pre-visualize my concept and decide if move forward to the production phase.
My creative concept was to create a video to simulate the adrenaline experience to play a game in a pinball customized by Ray-Ban and the artist’s illustrations.
This concept also reflects the need for the authenticity the target gets when buying a pair of Ray-Ban; together with the certainty to look “cool” and fashionable.
Esteem is a feeling we can see in the Maslow hierarchy of human needs as one of the top requirements.
Afterward, I have created a pretty detailed storyboard. To show the main shots and the structure
of the video to the client.
To be sure that my idea was as straightforward as possible, I have developed an animatic with some rough animations and a piece of temporary music to share the feeling of the video I imagined.
The final phase was to show how the video would look.
I made a mood board that includes all the references for the style I was thinking of.
The main idea was to transmit the feelings and colors coming from the pinball, which always has funny lights and bright colors.
At the same time, I wanted the sunglasses to reflect the same colors and lights coming from the pinball. To show that, I have made some style frames based on the illustration of Espinosa.
The first frame shows the pinball look, customized with the artist’s illustration, and the second frame shows the sunglass in conjunction with the pinball.
The last frame shows all the style frames in sequence and in combination with the illustration.
The client appreciated the concept, and I had the OK to begin the production phase.