Shark Swims Well For Rushes

A London-based post company, Rushes has announced that its own Motion GFX Department was recently asked to provide title and category graphics for the debut of the 'Promo Shark' category at this year's Kinsale Shark Advertising Awards, held recently in Co Kerry.
Handed creative freedom over the look and feel of the graphics, the team were asked to provide 19 category animations and an intro and an outro sequence based on Kinsale's well known 'shark' branding.
Using the Kinsale website as a reference for design inspiration and direction, Matt Lawrence and Brad Le Riche came up with the basic concept and developed the series of spots from there.
Senior Designer Matt Lawrence commented: "The branding on the website is very distinct and clean, with strong bold colours and a simple iconic image.
"We felt to stray too far from that would do injustice to an already strong creative."
The sharks were built, rigged and animated using Cinema 4D and while the movement and animation of each shot was tweaked and refined, finished shots were being comped in After Effects.
"The excellent interaction of the software really allowed a seamless workflow throughout this project.
"To be able to create and animate 3D objects and export them straight to After Effects for the finishing touches allows for a more efficient and, in this case, a far more convincing end product," he said.
Trapcode's 'Particular' plug-in provided the stylised bubble effect giving the whole piece a lift and softening each transition through to the category reveal, while subtle ripples were also added to provide an extra piece of realism.
The final deliverables were then laid with specially commissioned audio tracks and premiered at the Kinsale Promo Shark Awards and were well received by an industry audience.
Designer Brad Le Riche added: "We are really proud of how it turned out, the strong bold colours on a plain white background are rich and vibrant but the bubbles and ripples ensure the piece doesn't look too harsh or garish.
"Having an already strong design concept with which to work, we could play with ideas from the outset and come up with something we hope not only pushes the brand forward but also looks striking and enticing as a stand alone piece."
See: www.rushes.co.uk/#/15
(BMcC)