Graphic Design

A Delicate Balance

By:
The Mill+
Smooth World Productions
Scott Glenn
Clarice Chin
Armando Salas
Robin Banks
2+ Team Members
Mill+ created the 2014 AICP (The Association of Independent Commercial Producers) Awards Opening and Category Titles, transforming their concept ’a delicate balance’ into a series of quirky and colorful sequences that celebrate the the art and technique of the American commercial.
The Concept

The concept ‘A delicate balance’ was an installation piece shot over period of 3 days designed to represent how different industry professionals come together to collaborate and create a successful commercial.

Initial Concept Art
Final Concept Art
The Production

The team chose to physically build the components because there were certain qualities that could only be achieved through live-action shooting that were really important to the piece, like physical textures and subtle natural lighting. A lot of the items had to be rigged so that they could move on set with some additional CG work like dust particles, Tom & Jerry and title animations.

Final
AICP 2014 Title Sequences: A Delicate Balance
Making of Video
Client
2014 AICP Awards
Credits
Smooth World Productions Live Action Production Company
Scott Glenn Creative Director
Clarice Chin Director
Armando Salas Director of Photography
Robin Banks Prop Designer
Kristin Dyrud Composer
Dan Hart Sound Designer
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