Responses by Erin Sarofsky, principal/executive creative director, Sarofsky
Background: The purpose of the project was to show that the iMac Pro is the next-generation tool for professionals. The target audience is artists, designers, filmmakers, photographers, motion designers—essentially all working professionals.
Reasoning: I wanted to put the iMac Pro through the paces. If I was going to make the claim that this is a true working professional’s tool, then I wanted to make sure it is. So, I wanted to do a piece that had a lot of technical aspects. I also wanted to do something visually striking, but deeply personal. When I started brainstorming ideas, I flipped through some old journals and books and lamented about all the amazing ideas that never made it to fruition. And then it struck me; I could make an old book filled with illustrations, and then bring that to life.
Challenges: Bringing the illustrations to life. How did they lift out of the book, interact with the pages and rise into the universe? It’s interesting that all the elements I drew all had a weightless quality, tending to be either under water or space related. Achieving that overall weightless sensibility was tough to get across the different mediums. It required slow motion footage of the book and a light animated touch.
Favorite details: Because it was a very mixed media approach, I am proud of how everything—live action to the computer graphic elements—feels like they exist in one fantastical world.
Anything new: I learned that when you start with physical elements and shoot them, you get more great, unexpected stuff. Computer graphics are nice, but without the serendipity of capturing the real thing, you may lose something in the final piece. Making and filming the book was an essential part to getting the computer graphic elements looking real.
Visual influences: My illustration style is influenced by both scientific drawings and simple, gestural sketches. The book I made needed to feel both used and quite cherished, so old weathered books were referenced. Slow motion film was a big influence. Also, the overall comp has a little haziness to it, which reminds me of shooting on anamorphic lenses. It’s very filmic and slightly dreamy.