Organic logo build

The client was a marketing agency in Bloomighton, Indiana, who was working on the Middle Coast Film Festival (MCFF) program. They had a very tight timeline and required a promotional video to advertise the event online through social media and the festival’s website. The MCFF had two logos they wanted to incorporate into the video – one would be used in the opening, and the other at the end. The supporting text in the video had to appear in an unobtrusive way, without distracting attention from the clips of the films, along with a supporting soundtrack from Chet Faker’s song Gold. I knew right from the onset that I wanted to bring the main logo to life in a clean organic way. I made a few storyboards and some notes – trying out a couple of different iterations that would work within a five second build. The secondary logo was an abstract reveal to be a contrast from the main logo to reflect the nature of varying personal viewpoints in a film. The pacing of the video was driven by the soundtrack which added a sense of intrigue and ultimately piqued the interest of viewers which lead to a successful turnout at the festival.