The Creative District
LIVE-ACTION AND VISUAL EFFECTS
Hyperfocus Motion was approached by The Creative District, a video production studio to work on an exciting project that involved combining motion graphics and live-action footage. The goal of these videos was to highlight commercial real estate locations and developments for The Creative District's client, providing an educational and visually appealing experience for the viewers.
To kick things off, we hosted several Zoom calls with The Creative District team to thoroughly understand their needs, their client's brand, and the objectives of these VFX shots. The requirement was to create a series of 2D motion graphics motion tracked to live action footage to highlight specific investment properties, educating the viewers on the property's details and its location
STARTING THE PROJECT
1. Understanding the Footage:
Once we received the range of footage from The Creative District, including drone shots and drive-by footage, our first step was to thoroughly review the material to identify the specific properties that needed to be highlighted. This was a crucial step as it allowed us to understand the context and setting of each property, ensuring that the motion graphics would be relevant and accurately represent the location.
2. Addressing the Challenges:
Some of the footage presented interesting challenges, particularly the shots that were not straight on. We realized that if we designed in the shot’s native perspective, the graphics wouldn’t work in the motion tracking phase. In these cases, we employed a creative approach by taking screenshots of the footage and using Photoshop to perspectively warp the image until the building appeared as if it were shot straight on. These warped screenshots were then sent to the illustrator to create the overlays.
3. Illustration and Design:
The next step was to create the illustrated graphics that would eventually be overlaid and motion-tracked onto the live footage. This began by exporting a single frame from the footage and importing it into Adobe Illustrator to create the design work. With the information and looks finalized, it was time to bring the assets back into Adobe After Effects, match up the frames, and begin the motion tracking process
4. Motion Tracking & Animation:
With the overlays created, we then brought the footage into After Effects for motion tracking and animation. For the straight-on shots, the motion tracking was simple. For the perspective shots, we used Mocha to planar track the footage, before animating the illustration overlays.
The rooftop scene was a particular challenge, as it was a continuous shot following a car in downtown Mesa, with multiple buildings being highlighted. Our team tracked the rooftops of each building and then animated the details appearing on the building in After Effects. The ground lines of the sidewalk were also tracked, and the car was rotoscoped from the footage to enhance its appeal.
For the Phoenix Hospital shot, we manually outlined and tracked the key areas of the building. The footage was stabilized, and strokes were created using the pen tool, which were then tracked frame-by-frame to give the appearance that the outlines were following the building.
5. Collaboration and Approval:
Throughout the process, we maintained open communication and collaboration with The Creative District team. This involved sending regular updates and seeking feedback to ensure that the final product met their expectations and aligned with the client's brand and objectives. This collaborative approach was essential in creating a successful final product that achieved the desired impact.
WHY IT MATTERS
This project was not just a testament to our technical skills in VFX and motion graphics, but it also highlighted our ability to effectively tell a story that resonates with the audience. Our team was able to take complex information about commercial real estate locations and developments and turn it into visually engaging content that was not only informative but also enjoyable for the viewers. This added value to the final video, as it helped to captivate the audience and leave a lasting impression.
Furthermore, our success in this project played a crucial role in reinforcing our reputation as a leading studio in the motion & animation industry. Our commitment to quality, attention to detail, and ability to deliver outstanding results were evident in the final product, and this helped to strengthen our brand and position us as a go-to studio for storytelling and VFX. This is particularly important in the highly competitive world of video production and motion graphics, where standing out from the competition and establishing a strong brand identity is crucial to success.
Ultimately, this project was a win-win for both Hyperfocus Motion and The Creative District. We were able to deliver a final product that met and exceeded the expectations of The Creative District and their client, while also showcasing our expertise and building our brand. The success of this project has set the stage for future collaborations and opened up new opportunities for us to continue doing what we do best – telling compelling stories and creating visually stunning content that engages and inspires audiences.