Responses by Vasil Hnatiuk, creative director, VantageFilms.
Background: We wanted to create a brand film that would be a quick, engaging explanation for the wonderful technology that mycelium materials company Ecovative is currently working on and show the world that it’s possible to start creating new ecofriendly materials on a mass scale.
Design thinking: We wanted to introduce Ecovative’s mycelium as a super material platform being scaled up to replace environmentally harmful products. We focused on showing scalability by comparing Ecovative’s foundry to a forest, quickly growing millions of pounds of this incredible and essential-to-life material. We also connected our audience to the technology by showing beautiful, valuable products made with mycelium now and in the near future.
Challenges: Explaining to our audience how simple mushrooms can significantly impact our manufacturing and farming methods.
Favorite details: We are very proud of our 3-D design team that created these beautiful photorealistic animations.
New lessons: We learned so much about mushrooms and mycelium and how they are vital to life on our planet.
Visual influences: The work of Stanley Kubrick and Paul Thomas Anderson greatly influenced our style, particularly their use of centered, symmetrical composition. We believe this type of composition enables us to convey complex themes to our viewers in a short amount of time.
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