Responses by f°am Studio
Background: The IBM Think 2018 conference in Las Vegas celebrates the company’s longtime corporate mantra—Think—by convening inspiring experts from disparate fields for a series of workshops, experiences, networking, talks and education. Partnering with the agency Athletics NYC, we developed a series of creative interpretations of the Think wordmark to be used as the identity for the event through a provocative, flexible and practical system that asks us all to think.
Reasoning: We chose substances and shape configurations that resemble everyday materials, and coupled them with dynamic behaviors and looks, using our hyper-realistic style that focuses on material visions of the future. The Think type logo is a strong and recognizable branding element. Our aim was to emphasize the multiple layers of its meaning and invite the audience to explore their own thoughts through playful animations that offer a different view on “Think” every time.
Challenges: After narrowing down the seven themes, we explored multiple variations of the same thing—mainly with the animation and timing. Not necessarily a tough creative challenge, but the feel of the animation needed to be precisely explored with Athletics NYC and IBM, so that everything would later work on the large screen scale. On a technical note, sand and liquids are always charming to simulate when you have to be able to art direct everything.
Specific demands: Athletics NYC and the client have been extremely professional and open to creative solutions. They made a demanding process very smooth and manageable. Taking a few technical hurdles felt like fun in the end!
Anything new: We learned that art directing virtual sand feels like pounding sand while chewing a mouthful of sand after building a sandcastle on sand that was physically brought from the beach. We wanted to bury our heads in it!
Alternative approach: We'd do it all over again, just the same. In fact, we long to do so another project just like this. Sans the sand, of course.