Accor Empowered
Pacific Leaders Conference
Client | Accor
Agency | Involved
Accor ran a multi-day executive conference for the Pacific region, discussing strategy and roadmap for the hotel group PowerBrands including Pullman, The Sebel, Novotel, Ibis and more.
Involved engaged my services to assist with conference theming, identity and animation - including creating a 7K opening video for the huge conference screen at ICC Sydney.
Roles
Motion Design
Additional Credits
Agency | Involved
Creative Director | Paul Prickett
Approach
Working closely with creative director Paul Pricket together we developed a series of moodboards.
Our approach was to hero the Empowered brands through a flowing set of logos or ‘word cloud’ as we called it. The drifting logos would ultimately resolve to form the power symbol logo and word ‘ Empowered’.
These graphics would be intercut between powerful footage evoking a sense of travel.
Beautiful vistas and crashing waves.
Following early styleframes and motion tests we established that the client wanted to move away from the classic navy and gold, resulting in a birghter and more destinational feel.
Early explorations in colour and form. Animation would in part be vision mixed with slides from Keynote speakers.
Process
We initially responded with backgrounds that were strong and graphic. Loopable 3D elements designed and animated in Cinema 4D. These were purposefully in contrast with previous creative which utilized particle systems.
Movement would be inspired by the flow of waves.
Following the initial presentations to the client request a softer palette and approach and so we switched to an After Effects, 2D approach, utilising a particle grid system to emulate wave-like motion but with heavy blur to soften the look.
Following early styleframes and motion tests we established that the client wanted to move away from the classic navy and gold, resulting in a birghter and more destinational feel.
Result
I supplied the client with a range of deliverables - a kit of parts that could be vision mixed as backgrounds into the keynote presentations.
3D was rendered at native 9K and video was upscaled using Topaz Labs.
The creative was extremely well received by client and looked fantastic on big screen.
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