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Obsessed
]
Obsessed - Systems
Creative Director
Itay Tevel
Production Co
Hornet
Managing Partner
Hana Shimizu
Head of Production
Karen Lawler
Head of Creative Development
Kristin Labriola
Executive Producer
Cathy Kwan
Production Supervisor
Dez Stavracos
Sr Producer
Justine Webster
Associate Producer
Heather Hardin
Assistant Editor
Minseok Kim, Cole Bannick
Our motion team shares their obsessions in this experimental and ambitious film series exploring the tenets of design.
Obsession: A singular thing that takes hold of your mind.
Our obsessions are worth exploring. Diving into. Breaking apart, dissecting and delicately placing back together. Our obsessions make us unique, curious, and ground us. As artists, we become obsessed with how something looks, the finite elements that make it up, how something was made, how it made us feel. In many ways our obsessions guide out work and ways of storytelling.
Our film series Obsessed is the result of nearly half a year's worth of work and strategic thinking by Creative Director Itay Tevel. He conceived of this series of videos to allow us to speak to what we care about and what excites us within the world of motion design. It is, in essence, the distillation of our inspirations and aspirations, a series of exploration and self-expression. It’s a campaign that defines our motion team.
"This project puts the artist in the center and that's exciting for everybody. When I come to a project, I want the director to tell me, 'You get to push the style as much as you can and bring yourself into it.' That's the most exciting way to create." – Itay Tevel.
SYSTEMS:
The first step in most motion design work is developing a system of color, type, data, and imagery.
In this film, we decided to deconstruct the system and showcase all of the individual graphic elements before reconstructing it within a noisy, blurry, tactile, organic world.
BALANCE:
Balance has a double meaning in this film- we balance physical objects in space, and we play with the visual balance of the composition.
"When setting the mood and intention for 'Balance', I chose the words 'playful' and 'premium.' I wanted to meld the upbeat, fun colors and shapes with elevated designs, touches of metal, and overall realism." – Itay Tevel
COLOR:
Our journey through color applies the same palette we've used in each film, but now, color is the main character driving the narrative. The journey ends in an exciting place where color is mixed and much less defined.
We wanted the film to feel very organic and add depth to classic, graphic 2D.
"It's so exciting when you see work, and despite all of your experience, you're still not sure how they did it. Our artists are very talented and it's exciting for me to to get to work on things like this." – Itay Tevel
"This project puts the artist in the center and that's exciting for everybody. When I come to a project, I want the director to tell me, 'You get to push the style as much as you can and bring yourself into it.' That's the most exciting way to create."
– Itay Tevel
Our film series Obsessed is the result of nearly half a year's worth of work and strategic thinking by Creative Director Itay Tevel. He conceived of this series of videos to allow us to speak to what we care about and what excites us within the world of motion design.
