Vizio — DC
ROLE creative direction, design & animation YEAR 2019
Tendril was invited by Partner to design and create two films showcasing the key features and benefits of VIZIO’s P-Series X Quantum and Dolby Atmos product lines. I was asked by Tendril to direct these two spots, from their main studio in Toronto.
Our goal was to define a visual thread for each of the films that could be used as a transition device to and from a series of gorgeous product renderings and artful technical demos. The minimal environments were designed to echo the material quality and palettes of each of the devices.
In the case of PX Quantum, we found the inspiration we were looking for in the underlying technology. The panels contain billions of nanometre size semiconductor particles called quantum dots that have some very interesting optical and electronic properties. We imagined these particles activated and illuminated by light, congealing and swirling together to form images on the surface of the display.
For Atmos, the key creative challenge was to find a unique and beautiful way to visualize sound propagating through space. The speakers within the Atmos system are designed to reflect and focus sound to maximize sensory immersion.
At an early stage, we imagined that the environment might be largely invisible, and revealed only when pulses of sound passed over its surfaces. We experimented with vibrating strings and strands flowing through and wrapping surfaces in space.
CLIENT VIZIO AGENCY PARTNER PRODUCTION COMPANY Tendril (lead Chris Bahry) CREATIVE & ART DIRECTOR Vitaly Grossmann EXECUTIVE PRODUCER Ashley Monaghan CO-PRODUCER Ryan MacLean and John Szebegyinszki COORDINATOR Brittany Sheahan DESIGN & ANIMATION Rich Nosworthy, Jeff Briant, Philipp Pavlov, Vitaly Grossmann FX & SIMULATIONS Phillip Pavlov, Rich Nosworthy LIGHTING & RENDER Jeff Briant, Vitaly Grossmann COMPOSETING Chris Bahry SOUND DESIGN & MUSIC ZENTHING
— thank you —