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Loyalkaspar Teams With Catherine Owens and Juan Delcan to Design On-Stage Video Display For U2 s Grammy PerformanceDesign/Production Studio Takes Organic Route For ?Get Your Boots On (February 25, 2009)
''We only had a few days to come up with three-and-a-half minutes of animation, which is daunting enough, but then you throw in the fact that this is for the biggest band in the world opening the biggest televised award ceremony in music and you begin to get a sense of the pressure we were under,'' Beat Baudenbacher, Loyalkaspar's co-founder/creative director said. ''However, the short time frame was actually liberating for us creatively. We didn't have time to over-think it, we just jumped in feet first and started making stuff.''
That 'stuff' includes a collection of loosely knit military and political images, such as an American flag whose stars are made up of a row of X's meant at first to symbolize kisses, (playing off the songs opening lyric ''the future needs a big kiss''), but then quickly transform into rows of military barricades. Other images include the stripes of the flag forming an equal sign before morphing into an angled kaleidoscope effect. Those visuals are mixed with typography of the songs lyrics.
Baudenbacher noted that much of the design ideas were initially inspired by drawings from U2 frontman Bono. Because the song is a straightforward rocker with few technical flourishes, Loyalkaspar's creative team took that as their cue to create in a more organic way. They naturally degraded the look by shooting footage off of video monitors, as well as photocopying the typographic elements, placing them in a lightbox, reshooting and scanning them back into the computer.
''For Bono, the American flag is a very powerful symbol for both good and bad in the world and he wanted it to be a key component in the look,'' Delcan said. ''Ultimately the song is about getting off your ass and doing something positive in the world and we wanted to create something that visually contrasted war and peace -- something transformative between beauty and destruction, good versus evil -- and I think we achieved that.''
Recognizing that the process is often more rewarding than the end result is just one of the ways design house Loyalkaspar (www.loyalkaspar.com) distinguishes itself from the creative herd. Founded by directors David Herbruck and Beat Baudenbacher, Loyalkaspar has quickly earned a reputation among advertising creatives and network producers as a creative hub where daring creative and innovative execution intersect.
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Director: Catherine Owens
Project: Get Your Boots On video backdrop
Airdate: Feb. 7 ? Grammy Awards
Design/Animation: NOLA Pictures, New York
Creative Director: Juan Delcan
Design/Animation: Loyalkaspar, New York
Creative Director: Beat Baudenbacher
Creative Director: Elliott Chaffer
Project Producer: Melissa August
Associate Producer: Scott Lakso
Designer: Daniel Dörnemann
Designer/2D Artist: Emily Gobeille
Designer/2D Artist: Chris Thompson
2D artist: Ann Kruetzkamp
2D artist: Dennis Cheung
2D artist: Alexandra Stefanova
2D animator: Sébastien Larreur
3D artist: Adam Pearlman
3D artist: Chris Foster
3D Kyle: Kyle Anderson
Technical Support: Steve Renn
Production Company: Rabbit Content, New York
Production Manager: Betsy Blakemore
Editorial/Post: Union Editorial, New York
Editor: Adam Jenkins
Executive Producer: Caryn MacLean
Related Keywords:Loyalkaspar, U2, Grammys, motion graphics, 3D animation
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