LEADERSHIP AND VISION

Conceptualization:

As the Art Director for Powdr's brand refresh, I recognized the importance of maintaining the essence of their existing logo while infusing it with a new, dynamic energy. My vision was to transform the logo into a living landscape, showcasing the unique terrain of Powdr's mountain resorts. This approach was not about changing their identity, but rather amplifying what Powdr was most proud of—their stunning natural environments.

Leading the Project:

Leading this project required a blend of creative insight and technical expertise. I was deeply involved in every aspect of the design, from initial concept to final execution. This involved not only hands-on work in designing, building, lighting, and texturing each scene but also coordinating with a team of animators to bring these visions to life. My role extended beyond creation; it was about steering the project towards a shared vision, ensuring that every element aligned seamlessly with Powdr's brand identity and strategic goals.

Strategy and Execution:

My strategy was centered around authenticity and immersion. I wanted viewers to feel the texture of the terrain, to be drawn into the landscapes embedded within the logo. This required meticulous attention to detail and a deep understanding of how different elements—like light, texture, and animation—come together to create a cohesive and engaging experience.

CREATIVE PROCESS

Initial Stages:

Once the concept was approved, the first step involved generating realistic terrain using World Creator. This terrain was then integrated into Cinema 4D, where I used booleans to craft it into the shapes of Powdr's logo letters. This process was crucial in ensuring that the terrain not only fit aesthetically but also retained its naturalistic appeal.

Design and Scene Creation:

In developing the winter and summer scenes, my focus was on authenticity and visual appeal. I conducted test animations for dynamic elements like growing trees or flowing water to understand their impact on camera. These tests were essential in making informed decisions about the final scenes, ensuring they were not just visually stunning but also true to the spirit of Powdr's mountainous landscapes.

Decision-Making and Iteration:

The project was a journey of exploration and refinement. While many design options were considered, the emphasis was always on highlighting the terrain. This focus guided all major decisions, from choosing textures to finalizing animation styles. The process was collaborative, with continuous feedback loops ensuring that each scene accurately represented both Powdr's vision and my creative direction.