Creativity & Technology
Creativity and Technology was the second class produced by The Creatives, following the same previous formula of turning the learning experience into something enjoyable.
Check out the trailer of the production:
about the class
Pedro Gravena teaches the creative process that has made him stand out so many times in the global advertising industry. His secret is developing technologies that enhance consumers daily lives when they interact with brands.
The UX RESEARCH
During the qualitative research, we noticed that creative professionals often struggle with incorporating technology into advertising. Additionally, they find it challenging to determine if their ideas are technologically feasible.
Based on these insights, we developed a script with a goal to provide a fresh perspective on creative thinking. Our aim is to highlight that by expanding their understanding of technology, new possibilities can be unlocked.
The script
After reviewing the UX research, we engaged in a discussion with Pedro Gravena regarding the content and format. The class was designed to incorporate both theoretical and practical elements. The chosen format followed 4 steps:
Step 1 - Introducing a theory.
Step 2 - Presenting a case study related to the theory.
Step 3 - Engaging in a practical exercise by reconstructing the case in the laboratory.
Step 4 - Utilizing motion design to enhance the explanation of the laboratory exercise.
In addition, it is possible to download a tutorial of the presented content.
BUILDING THE scenarios
The script required two scenarios: the main one, where the theory was presented, and the laboratory, where the experiments were conducted.
THE MAIN SCENARIO - In the coworking space where Gravena had his laboratory, there was a spacious room where we filmed the theoretical parts. The challenge was to create an atmosphere of creativity and technology in that place.
This was the room before the transformation:
Thus we decided to cover the entire room with black fabric, simulating an infinite background.
The assembly team covered the walls and would later cover the ceiling and floor.
A light rectangle was placed above the central area and dark panels were suspended in the background, providing space to add animations and texts.
Final scenery after color treatment.
THE LABORATORY SCENES - That was a key part of the script. However, Gravena's lab had an excessive number of objects on the walls, which distracted attention from what truly mattered.
The solution was to focus the cameras on his face and hands while blurring the background. To add an extra charm, the environment was lit with two complementary tones: orange and cyan.
Full view of the lab while filming.
The footage takes a close-up on a blurred background, meanwhile, the other camera shows the hands working.
THE visual identity
For this class, a new font was added: Din Condensed Bold. This choice was made because the texts displayed on the signs required a condensed font.
The lettering design was inspired by an editorial style. I found the contrast with the modern aesthetics of the video to be interesting.
Below are some typography studies and their applications on the screen.
All illustrations follow a vector style and were created by me.
The video production
The team for this project remained largely unchanged from the previous class, with a total of 18 professionals involved. During filming, we had a dedicated team including a director, assistant director, lighting crew, sound technicians, production assistants, a logger, and a makeup artist. In the post-production phase, our team comprised an editor, colorist, sound producer, soundtrack composer, motion and sound designer.
The Social media campaigns
Our approach was to strategically diversify our social media campaigns, incorporating targeted themes that showcased individuals, products, and valuable content. The layout took inspiration from the main set design, while the typography followed the editorial style we utilized for module introductions.
Post focused on class-theme.
Post focused on Pedro Gravena
Post focused on awards.
Content-based post.
Content-based post.
The soundtrack
We used the same soundtrack from the first class, but the energy transformation happened with the introduction of digital effects. The new beat conveys rhythm and a sense of urgency, which perfectly complements the professor's dialogue throughout the class.