Motion Graphics Nvidia GFN
Client: Snelstart | Agency: Klomp
Klomp reached out to me asking me if I would be able to create a high end promotional video for the event on relatively short notice at which their client Snelstart would be presenting their new limited edition accountancy kit. Available to me was existing live-action footage of existing videos they had made for Snelstart.
This kind of situation motivates me the most generally, when there is a general sense of urgency to find quality within a limited amount of time (for some reason). So I enjoyed working on this. The concept I presented asap to them was immediately accepted without feedback, which allowed me to work efficiently from the start.
I modelled the product (in terms of its physical existence at least) in 3D, making sure to add very subtle imperfections to it's geometry, thereby pushing it's realism to the top percentage points of photorealism.
After looking into the brand together with Paul, taking into account its strength, it's value, and the general traits it seemed to have within its effective position in the market, we wanted to create a general feeling of professionalism, modern efficiency, clarity combined with some element of mystery and maybe a touch of something that hints at the sort of legendary status of high-end superiority if you will.
To get this across, I felt that the music would weigh in heavily and should not be underestimated in it's importance especially for this edit. I spent some time looking for the right energy, imagining the visual concept while listening through many options, and then decided which track was perfectly suitable. I carefully picked out what I considered to be shots that would complement the concept and put it all together.
I made sure to edit every cut at the exact beat of the soundtrack so as to get perfect harmony. Even in one particular shot questionable time to read some titles was deliberately accepted as I knew that a consistent nicely balanced out energy/flow for this type of content is far more important, even if it is at the cost of having i.e. 10% of viewers not read a title, let's say. This will not make them feel any less positively connected to the whole I believe in this specific situation, especially considered the upside of such consistency in flow and visual / audio harmony. In fact, I think such a choice, when for example one would let the energetic consistency bow to the engrained idea that every single person on the spectrum of target audience should for example have time to read something, is a good example of a popular mistake in film / video. After all there is arguably a downside to most of the improvements we make and our focus may keep us from stepping back a little bit, and in some cases fail to realize that perhaps the hierarchy of priorities is built very differently depending on the project at hand. I probably have made that mistake myself in the past as well.
I needed to find a way to visualize the (obviously non-physical) "actual" product which are their digital accountancy tools in a way that would make sense to the viewer and would not take away from the more obvious visual content prior to that part of the film. I felt that the best way to abstractly visualize a sense of quality, depth but yet clarity, would be sheets or panels of glass with textual descriptions on them. By unfolding the array of services this way in different colours, there is also a more typical sense of them forming a broad spectrum of value.
Both agency and their client were very happy with the result.
Aren't I something. Very great guy.
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