Motion

Squarespace Animation - Build It Beautiful

By:
Karol Kolodzinski
GMUNK 8.5 D.S.H. 7 J.S. 7.5 P.K. 8 V.M.H. 8.5 A.M. 9.8 J.M. 8 V.C. 8.1 C.H. 9 P.T. 7.8 Creative 8.2 GMUNK 8 D.S.H. 8 J.S. 7.5 P.K. 6 V.M.H. 9 A.M. 10 J.M. 8.5 V.C. 7.7 C.H. 8.8 P.T. 7.7 Design 8.1 GMUNK 8.5 D.S.H. 7 J.S. 7.5 P.K. 7 V.M.H. 8.5 A.M. 10 J.M. 8.5 V.C. 9 C.H. 9 P.T. 7.9 Craft 8.3 GMUNK 8.3 D.S.H. 7.3 J.S. 7.5 P.K. 7 V.M.H. 8.7 A.M. 9.9 J.M. 8.3 V.C. 8.3 C.H. 8.9 P.T. 7.8 Total 8.2
CG Animation based on real paint video assets. Branding project created for Squarespace New York.
The Concept

The project was based on a visual interpretation of the Squarespace logo made by Pawel Nolbert. The animation was to bring to life the logo and show how it was painted by an invisible brush.

Squarespace logo by Pawel Nolbert.
The Production

Creating the right assets for this project was essential because Kolodzinski wanted to avoid any computer generated or simulated looks. Using real paint, he gave this animation an original style.

The paint assets were shot on Canon 5d. The team used a plastic DIY paint brush and smudged the colorful paint on the transparent glass. This allowed them to put different backgrounds behind the glass which were beneficial during the keying.

Once the assets were prepared, Kolodzinski moved forward to putting them together so he could get as close as possible to Pawel’s original concept of the painted Squarespace logo.

Since all of the assets were flat and the animation was planned to be a 3d space, Kolodzinski needed to find a solution to make the paint look 3d. Using 3d cards and a combination of bending, displacement and bump maps, he created 3d paint smudges.

Final

Kolodzinski wanted the paint smudges to seem scattered randomly. In fact they were put in specific order so they can be read only from one point of view. The camera makes a precise move at the end and only from this angle is the Squarespace logo is readable.

The final film is a mix of CG shot and live action shots.

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