14 January 2021
Author: David Sheldon-Hicks
The sci-fi language of films has also been a source of inspiration for brands, whether in advertisements or products themselves. It was this design language that our team recently draw from to create futuristic TV promos for Amazon Web Services, showcasing its partnership with America's NFL. The ads featured during the 2020 kick-off illustrate AWS’ real-time technology in action, including the cloud intelligence and machine learning used to track action during games.
This design language can just as easily be applied to products too. Wearable tech brand Huami came to Territory Studios with the desire to develop a modern, science-fiction-inspired UI for its range of Amazfit Verge smartwatches. The discipline of designing for film actually translated very well for the brief; with such a restricted screen, and a need for clarity at a glance, the practice of translating complex information quickly on screen helped us to make the leap from silver screen to watch-face with ease.
Brand managers should see film and gaming technology as an untapped resource, instead of a new frontier to be conquered. The software and creative processes in each field are well established and there is no real reason that it cannot be applied to new creative pursuits. In my experience, it’s not the invention of technology that leads to creative breakthroughs but rather looking at what already exists through a fresh lens.
Of course, the main incentive for brands looking to invest in new creative projects is eyeballs – audience penetration and consideration are necessary to drive sales after all. The worlds of film and gaming already have this audience captivated, meaning it will be brands who can offer a similar level of experience that are best placed to win a seat at the table.
David Sheldon-Hicks is co-founder of Territory Studio, a creative studio focused on motion design, visual effects and digital experiences.
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