Jan 17th, 2007

Design Process
Josh Mason, lead designer for the project, created a landscape for the narrative to unfold. “It is always difficult to create a sense of space and depth, especially when working with two-dimensional assets. I can’t begin to express how many variations were done. The process is really about defining the current moment, understanding where you just came from and where you are going.” Utilizing fragments of video footage, the audience is brought from moment to moment by a series of dotted lines, playing the role of markers that lead you from one highlight to the next.

In commenting on the concept frames, Ron Edelen mentioned the juxtaposition of wide open spaces complimented by small areas of detail. “What’s so great about Josh’s design is that when you look back on in from a distance, there is a feeling of simplicity in form with a good amount of negative space. Yet when you get up close and examine the detail, there is a lot of information to support a narrative that takes you on a journey.” This is the first project where the Myjive team had to think about product placement. Since the production was sponsored by Jeep, photography of Jeeps had to be integrated, but done so in a way that didn’t over-shadow the narrative or impede aesthetic vision.

Original Excerpt
There are common trends and styles associated with Action Sports. With a new show package for Sportkool featuring top athletes in extreme sports, Myjive tried to reach outside of those trends. Contracted by motion graphic studio 5-X-B, Myjive developed a series of concepts that bring the audience on an adventure. Quite literally, we follow a dotted line to treasure where-in “X” marks the spot. Sponsored by Jeep, this Action Sportskool event premieres on the Independent Film Channel.

Entry Filed under: Motion Graphics

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