At this year’s Promax conference Marcel Ziul, of STATE, and Steve Viola, of FX Networks, hosted the STATE OF DESIGN / NSFW session. For those who were there, they can attest to the fact that this presentation was a hit!
For those who weren’t able to attend, today we’re trying something new and are happy to bring you a digital recap of the session.
We hope you enjoy and a special thanks go out to Promax, Marcel, and Steve for putting this together.
OVERVIEW
Great creative is never safe. In fact, it’s often achieved at great risk. This year’s STATE OF DESIGN examined the latest trends and trailblazers – and what NSFW (Not Safe For Work) means in the world of visual communication and creative achievement.
Steve Viola (SVP, Motion & Digital Design, FX Networks) & Marcel Ziul (ECD, STATE) curated this year’s State of Design, and discussed why risk-taking is a must in the age of Peak TV and the ever-evolving creative entertainment landscape.
INTRO
Steve: Welcome to STATE OF DESIGN: NSFW. We decided in the year that Promax dropped “BDA” from the name, that we had to make sure this session would continue – and this year, we’ve brought a little extra spice. We curated this years showcase around pieces we believe pushed the envelope, and took risks!
To kick off the session, we chose something that would connect the NSFW concept to some outstanding visuals…
LeCube – Skol Drink right – Fuck Right
CEL-ANIMATION
Marcel: Cel Animation is always scary for those who have never worked with it. Traditional Animation is trendy nowadays and can give clients flexibility and creative freedom for creating content. Here are some outstanding examples that set pushed the envelope to deliver a message combined with stunning cel-animated visuals.
Psyop – COCA-COLA “A Coke is a Coke”
Nexus Studios – #TakeOnHistory – Wimbledon
Nexus Studios – BBC Winter Olympics – The Fearless are Here (Cannot be embedded due to privacy settings)
REEL
Steve: Company Reels are mostly created equal = Pick a song + cut to the beat. There’s a risk involved when a studio decides to add their voice and deliver a message about their work. In this case, Marcel didn’t want to include STATE’s reel to avoid self-promotion, but I decided we had to add it to show how STATE elevated their voice and broke the mold. This is sure to catch your attention.
STATE – Understated
TYPOGRAPHY
Marcel: Typography has been around forever, and lately, we have been seeing Big Brands bringing it back to animation. Here is a non-traditional use of type that takes Kinect typography to a new level. Also, We chose a spot from an animator who animated 36 different designs from multiple designers from the #36daysoftype project. A stunning use of typography and animation.
Studio DIA – Squarespace 2019 Brand Refresh
Albert Oriol – 36 Days of Type — An Animated Collaboration
ADVERTISING
Steve: If you want to stand out, you have to go bold. Big brands like Nike and Apple are trendsetters, and there is no other option *but to push* the envelope and create what’s next. From a mixed-media ad for Nike to a culturally-relevant campaign for Absolut, and a retro animation for Apple, here are some commercial spots that stood out from the crowd for the past year.
Oddfellows – Nike – Battleforce 2018
Future Deluxe – Absolut : A Drop of Love
Elastic – Oreo – Game of Thrones
Buck – Opening Film – March 2019 Apple Event
EXPERIMENTAL
Steve: It’s not often that a strikingly elegant work of experimental CG can also genuinely pull at your heart-strings and evoke more than just an appreciation for art. This piece pushes boundaries by juxtaposing beautifully crafted visuals, with a touching soundtrack that is sure to make you want more – all while also explaining quantum theory!
Coat of Arms – Lullaby Theories, Episode Four: Babies & Babies & Babies
EDIT AS DESIGN
Marcel: What if you can go all out with an Edit to promote a show? Would you really go crazy? The Love Death and Robots’ trailer is one of those spots where the edit almost works as a design component. I can only imagine the producers out there having a heart attack seeing those title cards for a few frames only. Powerful and “In Your Face”.
Bespoke Post – Love Death and Robots Trailer
MARKETING / PROMOTION
Steve: This being Promax, we wanted to be sure to include some high-end design-driven promos for television. I’m really excited to be able to share these next few pieces with you: “American Horror Story: Hourglass”, “Mayan Calendar,” and Elastic’s “Game of Thrones” teaser for HBO!
FX Design – FX – American Horror Story: Apocalypse – Hourglass Teaser
FX Design – FX – Mayans MC – Mayan Calendar
Elastic – HBO – “Dragonstone” Game of Thrones Official Teaser
SESSION WRAPPER
Marcel: Nothing better than a viral music video with a NSFW, trippy vibe to wrap up this session. This spot got me thinking a lot about my career. I have this theory that we’ve all been fired already. There’s a whole batch of new creatives coming up, so there’s no reason to settle and play it safe if you want to stay relevant.
I’ll leave you with a question: What kind of creative are you? The average day-to-day type or the one that is willing to take risks and push the envelope?
Studio 3dar – Lil Dicky – Earth (Official Music Video)