Tapan aslot document-2014

Graduation Project 2014

Company Identity-stop motion

Sponsor

Dynamite Design Student

Tapan Aslot Animation Film Design

Industry Guide TAPAN ASLOT

ANIMATION FILM DESIGN

Faculty Guide

Sheetal Sudhir Sandesh Pawar

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The Graduation Project Evaluation Jury recommends TAPAN ASLOT To be awarded the Graduation Degree of the MIT Institute of Design, Pune IN COMMUNICATION DESIGN (ANIMATION FILM DESIGN) herewith, for the project titled “Company identity-stop motion” MEMBERS:

NAME

ORGANISATION

SIGNATURE

On fulfilling the further requirements by *

(*Subsequent remarks regarding fulfilling the requirements :)

GRADUATION PROJECT 2008 PROGRAMME : UG

Chairperson of the Jury 2

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ACKNOWLEDGEMENT I would like to thank Dynamite Design for giving me the opportunity to carry out my graduation project, and be a part of their wonderful team. I am grateful to the entire team for contributing to my learning during my time there.

I would like to thank Ms. Sheetal Sudhir for being my industrial mentor and guiding me through this project. Many thanks goes to Vikram Ramchandani,too. Without them I would not have been able to push my self so much and pull out a quality work. I am grateful to them for that. Also, many thanks to Jeldon, Priya, Peteras, Sarse and Vandana.

I would like to express my gratitude to Mr. Sandesh Pawar, my mentor at M.I.T Institute of Design, for guiding me through this project, and for giving his valuable inputs in my progress.

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BEING AT THE RIGHT PLACE, AT THE RIGHT TIME 6

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TABLE OF CONTENT

About Dynamite Design

Life Mantra

Clockwork Studio

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Diwali Ident

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Star Gold Action

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Retrospection

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New Year Ident

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Hockey India League

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Bibliography

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MUMBAI

The City where you can get lost and find yourself. City that makes you understand you are nothing amongst millions and you have to work hard to stand out. At the same time filled with very welcoming and friendly people.

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Vikram

About Dynamite Design

Sheetal Sudhir

It’s a branding and broadcast design firm with 2 successful years and still counting. It’s based in Mumbai, the economical capital of India.

A bunch of young and energetic creative minds. Good things comes in small packages is a sentence that fits properly for Dynamite Design.

A small office environment with 7-8 people doing fantastic work. Friendly and inviting environment.

Services: > Channel packaging > Show packaging > Off-air design > Brand + identity development > Promo and ident production > Animated and live-action shoots

Sheetal Priya

Organization structure Sheetal Sudhir and Vikram Ramchandani are the founders. Sheetal is an NID graduate with a huge experience in television branding, Vikram is a graduate from Sheridan academy, and has experience in investment banking for years.

Sheetal looks after Design department and Vikram handles finance.

Jeldon Craig is the senior most person, he holds degree from Sir J.J school. Jeldon manages all the projects.

Sheetal Sarse and Priya Gupta are graphics designers, Peteras is a lead 3D artist.

A well organized team work of 7 young and energetic people managed by 2 people.

Peteras Jeldon

<<< Scan using your smart phone for Dynamite Design website

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Clients

Show packaging

Identity Design

Identity Design

Channel identity

Channel identity

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Music video + End Page

Jalsha movies

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Channel identity

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RISE AND RISE AGAIN UNTIL LAMB BECOMES THE LION

timeline Graduation Project - 2014

1 month- Clockwork Studios

4 months- Dynamite Design

1st July to 1st August - 2013

1st October 2013 to 31st January 2014

Diwali Ident 2 weeks

Life Mantra 2 weeks/ongoing

New Year Ident 2 months

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HIL 1 week/ongoing

Star Gold Action 1 month/ongoing

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Diwali Ident

What is ident ?

Short for identification, especially in informal or technical use.

A short visual image Work: Motion Graphics employed between television programmes that Softwares: Autodesk Maya works as a logo to locate the Adobe Photoshop viewer to the channel.

Adobe After Effects Duration: 10 days

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Initial Brief

Strategy

1. Create an ident with total duration of less then 10 seconds, to wish Happy Diwali !

1. Client gave me freedom to achieve final product using any medium. 2D or 3D .

2. Should look smart,sleek and glossy.

2. Dynamite Design already has 2 idents in 2D and to make similar looking ident was one of the brief. So, I started exploring 2D which didn’t work out soo well so final product was 3D.

3. Stick to brand guidelines.

I will be explaining everything as you’ll go further in this document.

4. Medium for sending ident would be Email and Whatsapp using smart phones. So, keep that thing in mind. It should work fine for small screens.

Specific objectives to be achieved

Challenges 1. Project came to me before 10 days till the delivery date.

2. And it’s about wishing ‘Happy Diwali’, so final product had to be delivered before Diwali comes.

1. Name of the company is Dynamite Design, and they have a specific language.

3. To understand Dynamite Design, their design language, mood/flavour, their identity and then deliver within 10 days was the biggest challenge for me.

2. Bright orange colour is their identity. Which speaks a lot about the nature of organization.

3. Since the name is Dynamite, using an explosion in their idents is their signature.

4. Should be simple, dynamic and straight to the point because duration of the video is too less.

Brand Colours

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Thumbnails

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Stills from the existing ident of Dynamite Design

Phase -I 1st concept

First ever concept I proposed was this.

You can see a ‘Chakri’(type of firecracker) rotating, at the same time camera is zooming out and final text is being visible.

2nd concept

I thoroughly observed ident again and again, which helped me understand their language and decide the way I should approach to make one.

I observed that certain elements like Rocket, Comic explosion, Thunderstruck are the ones that reflects Dynamite’s identity.

1st concept didn’t have an explosion so I decided to use rocket.

A simple camera tracking, where camera follows rocket it explodes and you can see final text

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Phase -II Treatment frames and Elements

Improvisation After having feedback on both the concepts from my mentor there were few things got cleared.

I was understanding process of making an ident better and better.

And I realized Iâ&#x20AC;&#x2122;ve missed out crucial parts, so started clearing my basics.

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01 I noticed that making an ident in 2D is taking too long and time was flying by, So I proposed to make it in 3D and got a green signal !

Stills from iRobot

The Idea came from the movie iRobot. In movie there is one scene where hundreds of identical looking robots are standing and only one is the antagonist. So, I modelled Dynamite logo replicate it hundred times and turned centre one into orange colour.

Animate camera towards the orange one. You can see all the gray logos revealing main orange logo(storyboard on right)

DYNAMITE WISHES YOU HAPPY DIWALI

Dynamite logos lined up in Autodesk Maya

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02 This was the 2nd concept of 3D explorations. Idea was putting one element of surprise. In 1st frame you can see an infinite plane with checks on it, suddenly one square opens as a lid and one gift box comes out, floats in the air, turns upside down and reveal as A Dynamite trigger. The plunger gets pressed and Explosion ! Final text appears .

In the 2nd storyboard( left page ) I’ve used final blast in 2D which wasn’t looking too good while animating so I tried showing Dynamite logo exploding into real-time, where you can see it breaking as a solid object. Used reactor engine of Autodesk Maya to achieve the effect.

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Client liked the idea of the box coming out of nowhere.

DYNAMITE WISHES YOU HAPPY DIWALI

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Told me to remove the lid and improvise more on this concept.

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Showing explosion wasn’t a good idea, it seemed.

DYNAMITE WISHES YOU HAPPY DIWALI

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Mentor told me to move one and decide treatment.

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Treatment and color options

> Gave different colour options, using brand colours of course. > Tried to get glossiness as well. > But this still didnâ&#x20AC;&#x2122;t have the festive feel to it. > Orange color was getting muddy.

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Reference

Final treatment

Referred to this video for colors, glossiness, motion lines and other supporting elements.

Treated my frames like that and gave it more of festive look, Diwali look !

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Stills from final video

> Got final approval on this. > Rendered in lowest size possible, to make it easy for people to send and download on phone. > And sent it out to friends and clients ! :)

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END OF PROJECT

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New Year Ident Work: Stop motion Softwares: Autodesk Maya Adobe Photoshop Adobe Illustrator Adobe After Effects Final Cut Pro Duration: 2 months

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This is the longest project I did with Dynamite Design. I am glad they gave me opportunity to handle this project all by myself. It was a major learning. Most important thing I learned is ‘process’ and how to keep improving.

‘Never get satisfied’

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Initial Brief

Challenges

1. Create an ident with total duration of less than 2 minutes to wish New Year !

1. Since we were going to do Stop Motion, to think in stop motion is a challenge. Means, To think actions that are not possible to show in real life or live action shoot is tough. Whole idea of doing stop motion is to show actions that are not possible in real life, otherwise one would just shoot it.

2. Should be fun, fast pace, simple, easy to understand.

2. Mixing media was one of the biggest challenge that I’ve face.

3. Should have a feel of Christmas and new year, without cliché elements.

3. We were using Nikon D3 for shooting, which doesn’t click in 16:9 ratio. Only 4:3. So, shooting with keeping margin in mind was a challenge.

4. Use of office space and equipments for shoot.

Specific objectives to be achieved 1. Should look contemporary.

2. Definitely no dull colours.

3. Should have ‘hand made’ feel. Craft feel.

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Stills from reference video After clearing the brief in my mind I started mind mapping and looking for reference videos.

Food

Celebration

Mind Map

Lights Happiness Music Cake

New Year

Drama

Balloons

Socializing Fireworks Joy Resolution New Beginning

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Party poppers As you can see there are interactions happening between two windows in single frame.

I thought of using this concept. Using office space and equipment. This style would fit in perfectly.

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Initial storyboards

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Initial storyboards

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Initial storyboards

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Initial storyboards

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Initial shoots

Initial shoots

She is eating an entire pack of biscuits in one go.

Basic stop motion, where it seems she is just thinking and grabbing knowledge from all the books

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Initial shoots

Initial shoots

Rotating head - few frames with inverted shirt and itâ&#x20AC;&#x2122;s a magic !

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Dynamite Blast- Since this was for Dynamite Design, we decided to use Dynamite trigger. First Dynamite logo is getting formed, a hand comes. presses it. An explosion !

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Improvisation on head rotation. Added fun element. Person A is opening a jar and it’s effecting the person next to him.

Interaction between 2 frames. Person in frame A is blowing party horn, which becomes hand and burst 2nd person’s balloon

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Party horn

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Find a dope sheet attached

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Final storyboard

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Shot - 01

+ Dynamite logo = Mentor wanted such look for the logo.

Where you can see construction lines, a technical drawing look.

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Animate this using After effects and Maya.

Took stopmotion of printed sheets

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Shot - 02

lesser the frames faster the animation

more the frames, slower the animation

Diagram explains how I did pixilation using chair rotation and monitor it according to frame rate

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Shot - 03

Original image clicked with Nikon D3. 4:3 ratio.

You can see object hanging to wire.

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Used Triakis Hexahedron as a magical object that sheetal is holding.

Itâ&#x20AC;&#x2122;s one of the platonic solids Small ones are orange and big one is grey color. And she is wearing black.

All of them are brand colors

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Shot - 04

Start of shot 4

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End of shot 3

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Shot - 05

Similar graphics on t-shirt and hot sauce bottle. To show the connection.

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Shot - 06

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Crumpled paper, plate Text Plate

Video footage

camera

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Shot - 07 Video footage Animation plate

Camera

I animated the sequence on after effects, took a printout of key-frames, traced it with felt pen and shoot stop motion of that.

She is holding final traced sheets

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Last shot

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Our new year resolution

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Uploaded it on Vimeo, Sent it out to friends and clients via E-mails and Whatsapp

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Let’s eat Grand’ma !

Let’s eat, Grand’ma ! small

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Life Mantra

Life mantra is an individual television channel, which is yet to launch. Itâ&#x20AC;&#x2122;s a lifestyle channel. Dynamite Design was looking Work: 3D rendering after channel branding.

Softwares: Autodesk Maya Adobe Photoshop Duration: Ongoing

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Initial Brief To give 3D typography render of Life Mantra logos.

To keep in mind it’s for television.

Glossy, Sleek and Smart looking.

1st Logo

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Designed by in-house graphic designer

These are the approved color options by client and I had to render them in 3D

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2nd logo

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Final delivered render to client 96

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Final delivered render to client TAPAN ASLOT

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Star Gold Action

Being Star Television our permanent client, projects keep coming throughout the year. This project was little different then what I Work: Editing knew about channel Softwares: Adobe Photoshop branding. Really new Final Cut Pro experience.

Duration: Ongoing

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List of movies that are going to be telecast on the channel Challenge

Invite trials for a new ACTION Hindi Movie channel in genre which already has 12 channels

Target audience

A young man in his 2nd job who is frustrated with corruption in the system, his boss, the work he does and has lost faith in everyone. He wants to change everything and vent his anger out but is restrained due to existing family commitments Action Movies inspire him stand up and take action. Action driven by a purpose to serve others.

Action beyond just personal ends

Proposition

GALAT KO SAHI KARO

Reason to believe

Action is the most attractive genre for the young males - HSM top 100 movies and Star Gold Action will be the destination for the most popular titles in the genre e.g. Singham, Dabangg, Bhaag Milkha Bhaag etc.

Desired Action

Motivation and source of inspiration when chips are down.

Tone & Manner

Adventurous, Macho, Rugged, Adrenaline Rush

Mendatories

Logo, Movie images, Tune in images

Deliverables

Slot names and logos Launch Promo Scripts weaved with key channel movie content for both channel and key slots.

Integration ideas with Salman Khanâ&#x20AC;&#x2122;s Jai Ho Outdoor Creative Radio Spot Digital Ideas and Execution

Bollywood

Tellywood

Gangajal Garv-Pride and honour Agneepath Wanted Ra One Main Hoon Na Singham Deewar, lets bring our Heroes back Qayamat Shootout at Lokhandwala Force Aladin Don-2006 Dus Drona Ghayal Dabang 2 Veer Ghatak Cash Blue Bhaag Milkha Bhaag Bullet Raja Zameen Arjun Pandit Kacche Dhaage Once upon a time in mumbai Don (Amitabh) Ghulam

Jigar Kaleja Shivaji The Boss Fighterman Saleem Dangerous Khiladi Dhammu Ek Tha Soldier Mar Mitenge Dhamkee Main Insaaf Karoonga Jeene nahin doonga Ragda Golimar Ek hi Rasta-the power Phir ek Most wanted

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Stills from the video for Star Gold Action, which got approved by client.

My Job was to go through all the movies and pickup shots which we can use for the edit.

Scenes where dramatic actions are happening, slow motion is happening.

Scenes where, there is scope for putting 3D elements and action essentials*.

*Action essentials : Term used for high res stock footages of the elements which are widely used in Action movies. For example fire, lightning, smoke, muzzle shot, explosion...etc.

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After getting final approval by client on the video edit, we had to decide treatment for the entire video. So, I had to give few options keeping these keywords in mind.

1. Macho 2. Rugged 3. Grunge

Original plate

Original plate

Option-01

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Option-02

Option-01

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Original plate

This project is still going on and will be on television, very soon !

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Option-02

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Hockey India League

India has tremendous potential when it comes to sports. Sad part is people doesn’t know these amazing players. It’s lack of communication design Work: Research that is drawing it back.

Duration: 1 week

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Hockey India League

TEAMS

HIL is a professional league for field hockey competition in India. It is organized by Hockey India. The tournament is contested among five franchisee-based teams (originally planned as six) consisting of players from India and around the world. The entire event takes place on home and away basis culminating into multi header playoffs. The International Hockey Federation (FIH) has sanctioned the event and also provides a 30-day window at the beginning of a year so that all top players can participate

Hockey India HOCKEY INDIA (HI) is the apex body of the country which has the sole mandate to govern and conduct all activities for both men and women hockey in India.

Formed on May 20, 2009, it is the recognized National Association affiliated to the International Hockey Federation (FIH), the Indian Olympic Association (IOA) and Asian Hockey Federation (AHF).

With the assistance of Sports Authority of India and Department of Sports, Government of India, Hockey India has drawn out a Long-Term Development Program (LTDP) to train players and to provide overseas exposure besides regular international competition. It is committed to getting our teams into the top six in the world.

> Hockey India League (HIL) signed a multi-year title sponsorship deal with the two-wheeler manufacturer Hero MotoCorp, for the title sponsor of the tournament, making it the Hero Hockey India League

> Hockey India League also roped in telecommunications services company, Bharti Airtel, as the associate sponsor for the event.

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My Job was to dig out these informations about HIL.

> Hockey India (HI) appointed Steve Catton as competitions director for the first season of the tournament.

1. Detailed information about each team’s performance for season-2013

> Minister of State for Parliamentary Affairs Rajeev Shukla, leader of the opposition in Rajya Sabha Arun Jaitley and media personality Rajat Sharma are the members of the board of Hockey India League (HIL)

2. Information about team position within the league.

> Along with Steve Catton, Barry Anderson was appointed as the tournament director

3. Detailed information of the management board(everything from name to address to phone numbers to all possible contact details)

> Appointed Todd Faulds as its director competitions for the second edition of the League.

4. Past and present of each team. Their future plans as well.

> Bjorn Isberg was appointed as tournament director. Isberg has served as tournament director for 2012 London Olympics, and three-champions trophy tournaments in 2004, 2007, 2011

5. Players’ auction details.

WHY ???

Winning Bidder

Regional Broadcast rights

Star Sports

India

Sky Sports

New Zealand

Fox Sports

Australia

Ten Sports

Pakistan,South Asia,MENA

OSN

MENA

Super Sports

South Africa

One World Sports

United States, Canada

YouTube

World Wide(Online streaming)

1. To know which team is in need of branding.

2. To decide, which team to work for.

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You’ll find an A3 sheet attached here. Unfold it for research data

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Before joining Dynamite Design, I was in Clockwork Studio for about one month. Unfortunately had to leave the studio for unavoidable reason. Here Iâ&#x20AC;&#x2122;m presenting the work I did while working over there.

Duration : 1st July to 1st August - 2013

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about clockwork studio

Clients

>Clockwork Studio (CWS) A multi-disciplinary creative house with a collaborative soul, they provide innovative solutions and engage in undertaking projects in the realms of film, television, digital and print media. > Providing the perfect audio-visual solutions for clients.

services FILM

TV

Title Sequences Moving Logo Visual Effects “Making Of” Publicity Design / Poster Art-actors Pitch / Presentation Promo Cutting / Trailers

Content:Show Formats/Interstitials Motion Graphics Promos Packaging Broadcast Design

DIGITAL

PRINT

Digital Videos Web Design App Development Website Development HTML 5 Social Marketing SMO + SEM + SEO FB App + Tab + Games

Logo Design Branding Stationery Poster Design

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main client

Grey Digital is a Bangalore based ad agency, that has done all the conceptual work for Bournvita. Our job is to visualize the script and shoot it.

Storyboards for Bournvita Quiz Contest web commercials Freelancers Production person Casting director

In house Animators and Artists

Models

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Logo Design for a TV show called Shaadi Company

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Initial brief was to create a logo for high profile Delhi wedding.

These designs were appropriate for print media, not television.

Industrial mentor didn’t mention, it’s for television. In initial brief.

So, I had to reconsider the whole thing and designed few more logo options.

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Client was continuously changing brief. So, I kept producing different options

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These designs were quite near to what client was expecting. So, I worked more on these.

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< This logo and color scheme got a final approval from client

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Retrospection It’s been almost 5 years since I started this journey. The journey of becoming a Design Graduate. Came to college with only two things. Hope and Confidence. Been through many phases, failed million times and learned million things. Feeling good now. Looking back with satisfaction and looking ahead with excitement. College time was a major growth. A major major growth.

Doing this diploma project was the final level. The refinement. Time to face real world situations with practical solutions. Was little nervous and scared when I joined the firm, but it all went good. A sheer learning.

This is for my juniors, who are reading this. I just want to tell you all “ Do smart work “ “Respect Fear“ “Enjoy a lot” “Be sincere,not serious” “Stay curios” “Stay humble” “Keep reading” “Stay awesome” Thank you.

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