Playing with the graphic elements of Polaroid Eyewear’s new logo through pure, essential 2D motion design.
Client:
Polaroid Eyewear
Agency:
M&C SAATCHI
Executive Creative Director:
Vincenzo Gasbarro, Angelo Ratti, Cristina Marra
Director:
Pietro Polentes
Art Director:
Gianmarco Tadi
Production:
Racoon Studio
Account:
Roberta Cerutti, Marlea Zampino
Animations:
Pietro Polentes
M&C Saatchi asked us to create the new logo animation for Polaroid Eyewear. The challenge was to bring to life the colourful graphic elements that had been added to the brand’s logo: six ellipses representing six lenses that, like prisms, break light down into its most vivid colours.
We were given the freedom to play with them in all sorts of ways — and we had a lot of fun doing it.
Starting from the shape of the lenses, we explored all sorts of playful and unexpected ways to animate them, experimenting with their nature and letting them interact with one another.
The goal was to find the most dynamic and effective ways to turn the six ellipses into bursts of colour. Alongside these, we introduced quieter moments where the silhouette of one of the ellipses becomes the logo itself, revealing photographic patterns and textures. These more static moments were deliberately set in sharp contrast with the highly dynamic, flat 2D vector animation that came before.
The film was initially conceived for the launch campaign of the brand’s new logo across social media and digital channels. But the logo animation was so well received by both the agency and the client that we were asked to adapt it into multiple formats, later displayed across screens and LED walls in cities throughout Italy.
The launch campaign was therefore coordinated and synchronized across both digital channels and physical displays.
