Responses by Fausto Montanari and Nikolay Ivanov, cofounders, Lobster
Background: We were approached by the Interaction Design Association (IxDA) to create the one-minute thirty-second trailer that would reveal its Interaction 20 event location in Milan, Italy from February 2-8, 2020. The trailer was officially screened for the first time at this year’s event in Seattle, Washington that took place from February 3-8, 2019. This project’s goal to spread the word for the next interaction week event.
Reasoning: The brief was to focus on the next event’s topic, “A new dawn.” We integrated our visual style and language with the idea of interaction, and also included visual references that would connect viewers to the new host city of Milan. By using a series of metaphoric, abstract and iconic designs, we aimed to represent a set of interactions in order to help visualize the idea of a new dawn.
Challenges: The short production time. We were approached at the start of January 2019, and the final video needed to be delivered in less than one month.
Visual influences: We wanted to intertwine iconic Italian designs, famous elements and symbols of the city of Milan, with the concept of interaction and new dawn. In the animation, we’ve incorporated famous buildings and items, such as the Milano Centrale Railway Station in Milan, Torre Velasca, the Vertical Forest (Bosco Verticale) and the Eclipse Lamp, originally designed by the Italian designer Vico Magistretti back in 1967. In almost every graphic, there are hidden small quotes about Italian design.
Time constraints: We had to work under a really tight schedule and, in a way, this gave us motivation to make faster decisions. We had to make sure that the project would be delivered on time, as it would be screened at the end of the Interaction 19 event in Seattle on February 8, 2019.
Specific demands: Since the Italian team of the IxDA had just confirmed that Milan would be hosting the Interaction 20 event and the Interaction 19 was just about to be held in Seattle in just a few weeks time, there was nothing defined yet to give us a starting point, except a few words about the main brief and concept. We had to do a lot of research and work in parallel to direct, define strong iconic concepts and give a visual ID to Interaction 20. We created more than 400 sketches of possible images to insert in the final trailer, and several style frames to arrive to the final result.