Lastdesk film: Animating the Intangible
Elevating Brands Through Artful Storytelling
The LastDesk film serves as a testament to the power of creative branding and thoughtful art direction. It demonstrates how an engaging narrative and impeccable aesthetics can transcend the boundaries of reality and transform a brand's perception.
Project Title: LastDesk Product Film
Client/Company: Stykka
Date: 2020
Objective: The project aimed to create a compelling product film for Stykka's modular desk concept, LastDesk. The film's objective was to effectively illustrate the desk's flexibility and endless customization possibilities.
My Role: As the Head of Business Development and Brand Strategy at Stykka, I was responsible for developing the creative concept and art direction for the film. I collaborated closely with the talented team at Frame Studio to bring the vision to life.
Approach/Strategy: I decided on using animation to communicate the story of LastDesk because it could capture the product's modularity in a playful and easily understandable manner. I created a moodboard and storyline to clearly convey my vision to Frame Studio. We conducted several rounds of review, adding more detail with each iteration, to ensure efficient work progress and avoid wasting valuable time.
Process: My process started with a clear conceptualization of the universe. I wanted it to be clean, with simple lines and shapes to keep the focus on the desk and its transformative abilities. To achieve this, I developed a comprehensive moodboard with visual references and color palettes to serve as the foundation for the art direction. These references ranged from architectural elements to natural phenomena, to evoke a sense of familiarity yet innovation.
Outcome/Results: The product film was instrumental in successfully communicating LastDesk's design. As a result, the product was featured in Forbes Magazine and was a finalist for a Danish Design Award. This recognition served to elevate the perception of the product from a mere workstation to a brand in its own right.
Reflection/Lessons Learned: The success of this project underlines the power of well-conceived and well-executed creative content in enhancing brand value. It demonstrated that a compelling product film can transform the way a product is perceived, helping it stand out in the market. This experience has reinforced my belief in the importance of effective storytelling, close collaboration with creative partners, and meticulous attention to detail in successful brand strategy and development.
Simplicity Takes Centerstage
The universe we created was an integral part of the storytelling process. It was designed to provide the perfect stage for LastDesk, allowing the product’s design and functionality to shine.
Sound Paints Pictures
Have you ever listened to the hum of a busy city, the rustle of leaves in the wind, or the melody of your favorite song and painted a picture in your mind? If so, then you've experienced how 'Sound Paints Pictures.' In the journey of making the LastDesk film, this principle became our guiding star.
We joined forces with the incredibly talented sound designer, Nina Liv, to weave a soundscape that would not just accompany our visuals, but enhance and elevate them. We wanted to echo the elements of our product within the sound design, to make the experience truly immersive and multidimensional.
But just as a painter doesn't create a masterpiece at the first stroke, our sound design journey involved several iterations. Each version of the soundscape was like a draft on a canvas, guiding us closer to our final vision. We experimented with different tones, rhythms, and textures, carefully crafting and revising until we achieved the perfect synergy between sight and sound.
This early version you're about to listen to is a testament to that process. It shows the raw beginnings of our audio journey, hinting at the potential of what was yet to come. We invite you to listen, to picture the evolution of our sound design, and to appreciate how far we've come.
Remember, every sound is a brushstroke on the canvas of our perception, and with the right composition, it can paint the most vivid of pictures
Collaborating with Frame Studio, we established a clear pipeline from the initial 2D sketches to 3D renders. We spent significant time in the pre-visualization stage, which allowed us to identify and address any potential challenges. Every aspect, from lighting to texture and the minutest details, was carefully thought out and iteratively perfected. This meticulous process ensured we could visually achieve the simplicity we desired while maintaining an extraordinary level of detail.
In the creation of our LastDesk universe, we began with a vision: a clean stage built with simple lines and shapes, where the desk could demonstrate its transformative power unobstructed. To bring this vision to life, I crafted a rich moodboard, a vibrant collage of inspirations to set the scene for our film. The references sprawled across various realms, from the structural rigor of architecture to the whimsy of natural phenomena, to foster a feeling of both familiarity and innovation.
Our moodboard carried the essence of our distinct artistic preferences, embracing the artsy, the weird, and the colourful. Every image was carefully selected to create a visual impact that would linger in memory, each carrying an unexpected element of surprise. Yet, despite the bold colours and tight compositions, there was a timeless elegance to it all, echoing the kind of art that would grace the walls of a contemporary gallery. This moodboard was not just a blueprint for our art direction, but also a testament to the transformative journey that LastDesk could offer.
