Sofitel turns 60
Celebrating a diamond Jubilee
Client | Sofitel
Agency | Involved
It was an absolute joy and privilege to work on the animated brand expression for Sofitel’s 60th Anniversary celebrations.
The film has been utilized accross a diverse array of locations around the world, ranging from stylish animated backgrounds at high-profile events to engaging screens in hotel lobbies and on the Sofitel website.
Roles
Concept Development
Design Exploration
Styleframes
Motion Design
Additional Credits
Creative Director | Paul Prickett
Concept
The client provided a set of initial parameters aimed at celebrating the Sofitel ‘Cultural Link’ graphic element (The interlocking motif), which thematically connect each hotel back to a destination in the brand's home country, France.
Initially, we focused on a luxurious golden palette. However, we later pivoted to a core aesthetic of glassy refraction and diamonds, aligning with the Diamond Jubilee theme.
We explored various implementations of diamonds in different forms, emphasizing the concept of ‘coming together’ to represent the ‘cultural links.’ This included building the monogram out of micro diamonds, creating a sense of unity and cohesion.
The design culminated in a series of abstract diamond 'clouds'—particles that converge to form the final visual.
Refinement
Following an initial round of concept development and R&D we pivoted to a palette of glassy materials and refraction, to tie in with event dressing and the Diamond Jubilee theme.
A number of techniques were utilised to create a sophisticated filmic look including film grain, chromattic abberation and bokeh.
Conceptually we were intrigued by the notion that this swirling formation of diamonds and ‘links’ could be happening within a diamond itself. This led to the use of glassy style refraction, like looking through a diamond surface - achieved through animated ‘displacement maps’.
Refracted glass elements were simulated in After Effects using displacement maps. Cinema 4D was also used to authentically show true diamond refraction.
Early R&D and time constraints led to the implementation of 3D particles using the ‘Stardust’ plugin.
A minor loss of photorealism in favour of more iterative art directed setups, within After Effects.
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