PROLOGIS
Prologis - Tassell Design & Marketing

Tassels Design & Marketing's concept for the Prologis campaign at MIPIM envolved representing 5 key Prologis messages; flexibility, service, experience, innovation and results with 5 classic origami objects the crane, horse, owl, rose and the eagle in a still and moving image form. Arc was commissioned with creating the brand animation and supporting imagery around this concept.

Excited by the challenge of this unusual brief we through ourselves into learning the the traditional art of origami. This was essential in order to understand the origami process and work out how we could replicate and create a convincing animation of the origami paper folding process for each object. After many hours of folding, unfolding and starting again plus more packs of paper thinkable we began the creation of the finished virtual objects in 3d digital form. In addition to the 5 classic origami objects we were also required to create a origami style building which represented a typical Prologis commercial development.

Recreating the true physical folding methods within the 3d environment was not always possible for each object or movement, however it would allow much greater flexibility for adjustments to the edits within the available time scale as opposed to using stop motion animation techniques, for example. The production of the animation therefore required some innovative techniques and camera movements to convincingly represent the process at these points.

The animation and production of the movie was very challenging in what was a tight timeframe. The finished movie was output at full HD resolution and displayed throughout the Prologis stand at MIPIM. It has continued to be used online along with the still images of each origami object in numerous press campaigns following the MIPIM exhibition. 

CASE STUDY No.8
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