The Foundry designs creative software technologies used to deliver remarkable visual effects and 3D content for the design, visualisation and entertainment industries. It enables clients like Pixar, Mercedes-Benz, Google and ILM to turn incredible ideas into reality by solving complex creative challenges. The positioning of the organisation is shifting as the company wants to emphasise its input into the art and technology of visual experience.
The brief to ASHA was to create a campaign for The Foundry which would enable them to engage with students and the wider education sector with the launch being at the prestigious SIGGRAPH conference in Anaheim, California in July 2016.
The solution to creating the campaign required us to find a way of showcasing a potentially infinite number of creative styles and ideas within a consistently recognisable framework.
The final concept fuses creativity with identity by using passport style images of student faces juxtaposed with highly creative cgi concept imagery (the students’ own work) to create an arresting series of ‘portraits’. A flexible dividing line between the two halves acts as a connection point for multiple images, adding to the idea of community and knowledge-sharing while the headline “What is in my mind?” invites the viewer to engage their own creativity and positions The Foundry as the enabler for the next generation of motion graphics artists. The campaign has also been extended to include portraits of leading industry ‘gurus’ to further appeal to aspiring animators and designers.
By placing The Foundry as the provider of services and knowledge of choice, it is hoped that the campaign will create a deeper relationship between The Foundry and the educators, with the long term goal being to increase graduate placement rates meaning that students will be better equipped to go into the professional industry.
The campaign was applied to pop-up banners, web advertising, posters and merchandising.