Holistic design is burgeoning big-time in the city. After all, we have some impressive design schools, interior designers sharing their wit and major retailers where we can realise our visual dreams.
That said, with most of the city looking forward to Hyderabad Design Week (HDW) in October — which will focus on promoting innovation, encouraging design thinking, fostering continued design education, and creating awareness on the power of design in India — the campaign video upped the hype for the forthcoming festival.
Mumbai-based Post Office Studios has seen major evolution over the four to five years of their lifetime so far, largely because they kept an ear to the ground for emerging technologies and shifting climates around design. Naturally, the HDW video is a lively mosaic of colour and character.
CCO Aditya Tawde, who’s also the director of the video, speaks about his and his team’s experience bringing the video together. They were approached by the Government of Telangana for the project. He explains time wasn’t on their side but there was a lot of creative and technical decision-making to make sure they encompassed the diverse world of design in just a few minutes. “We wanted to explore various design forms like 2D and 3D animation along with some fun live action shots, to make the messaging of the narrative more comprehensible,” recalls Aditya.
So what was the goal here? “Their main task was to create a video that was as innovative and unconventional as possible, while ensuring that we did justice to the event’s theme: Humanizing Design,” Aditya responds, “Given the leeway we had for this project, as well as the nature and scale of the event in particular, we wanted to create a content piece that would in some way be an ode to design. The team conceptualised a spoken word piece highlighting how design has evolved around human experiences over the years, each of which would be visually depicted with a distinct design style.”
One of the most challenging feats for Post Office Studios was to design and animate the end sequence of the video, which revealed the word ‘Design’. “For this, we designed 54 graphic frames, and animated them together to end the video on a high and intensive note, giving the viewers an adrenaline rush of sorts. The music and sound design was upbeat and engaging, and helped elevate the viewing experience for the audience,” says Aditya, before adding he wouldn’t have had it any other way and that these challenges were welcome despite the time constraints.
