Dada Projects

0:03 Thank you so much I'm christina and I'm representing data projects tonight so we are a female at 3d motion design studio based here in london. And we are working in the intersection of 3d motion vfx and graphic design and yeah we've been operating for the past six months now officially so quite a freshly launched studio [Laughter]

0:37 thanks our clients as you can see here operate like within the fashion arts lifestyle tech and music industry and yeah now the female that aspect is quite a big part of our identity as it's still quite a male-dominated profession and throughout the years when I was freelancing I found myself in a lot of male teams and yeah.

1:08 I was kind of wondering where all the cgi women were hiding so with the studio set up we want to challenge diversity and increase potentially visibility of women in digital design and so we see data projects as kind of a playground to get more women inspired to do 3d and work with us in a collaborative and yeah cozy environment and yeah. So even though obviously in our profession technical skills are super important we also feel that yeah like social skills and empathy and also a creative approach to problem solving are as important to create this inclusive environment where everyone feels safe and yeah likes to work in so one of our favorite recent projects I want to talk to you about is the rebranding and 3d teaser of one to one festival it's this electronic music festival happening in new zealand and it brands itself as a 3d dance or they say three days sorry everyday dance I say and yeah as we are passionate bravers ourselves we had a lot of fun developing a concept of how to make this music festival's appearance quite striking and compelling for potential festival enthusiasts like ourselves yeah obviously a lot of people will hate me for showing this.

2:52 So I hope you enjoy it we had other projects that wanted to develop a design style that would reflect the festival site it's happening in these fields of south byroppa and it contains everything from these ancient kaikatea trees to a lot of portaloos to forest clearings and also a lot of concrete bunkers so really a mix of brutalism and nature so in terms of concept we then wanted to focus on these detailed crops of indigenous nature and really highlight their colors and textures and then interrupt those scenes with the brutalist sculptures that we were kind of covering in this mirror material in like reflective material and then would mirror the whole natural surrounding so kind of yeah showing all the all the natural fibers and in in that way merging these two worlds to this harmony of brutalism and nature I hope this makes sense so yeah regarding the process behind the 3d teaser we started with a thorough research into the flora and fauna of new zealand and then recreated a handful of site-specific and extraordinary plants and flowers and remodeled those in 3d so here you see the rubber rubber new zealand's honeysuckle plant we also recreated the gloriosa lily and the it's quite an iconic tree actually it's a new zealand christmas tree it's called the pohu chukawa in mayori and yeah we then started to rigging and animating the plants and as we were aiming to create this quiet tranquil mood everything you see here motion is quite kept a slow motion and just slightly moving in the wind then we also sculpted a library of ruthless elements which we could then use as a base for our to build our scenes and merge them with the natural objects so those geometric assets you see are all built in zbrush and 3d code and here's seen an overview of them we gave them these rugged edges and added surface imperfections to really create this extra realistic look we were going for and yeah these are first tests of how these two worlds could complement each other and how we can mirror the natural surroundings in the brutalist sculptures and these are also earlier tests I should mention that those are all done in cinema 4d because we really wanted to focus on these crops and show these detailed textures and the art direction we chose in terms of lighting and colors you can see it here it's quite sunny and warm and peaceful but then also we wanted to inject some energy so the idea was to show a daytime and a nighttime cycle as if you would experience it at a festival so going from the sunny scenes you just saw before to more like a nighttime rave and electronic elements so we experimented here with these laser lights and pulses and shimmers and yes we had quite a tight deadline and had to put together a whole minute of cgi footage which is actually quite a lot we we decided to build some of the wider shots in a real engine so we could then render a big chunk in real time.

7:25 And then also the amazing thing about unreal engine is that you can kind of paint with a plant so you can cover a big range of the natural surroundings and it worked like magic for our wider shots so here you see a few of them in progress and here's our final teaser ♪

8:51 ah thank you and yeah in terms of branding so the graphic design part of the project for the graphic design elements we developed well those were all based on obviously these brutalist angular geometric shapes plus architectural maps of those buildings so yeah additionally we then added also like rounder shapes that would represent moving bodies from above on a map to really add this kind of layer of dynamism to the more rigid blocky shapes so here you see a few of our first earlier tests these are also a collection of all the web posters so you can see we tested a lot of different fonts and colors and layouts and here's some more I'm just skimming through them because it's a lot.

10:01 But yeah you can also see here that we tested out different logos so here for example a more constructed version that was really leaning on the brutalist element but we felt it didn't represent really the festival fully so we wanted to create a more free-flowing and experimental logo and yeah in the end we then landed on this graphic language with a mix of bold and finer elegant fonts that represented the kind of more organic side we used some playful o's and some fun icons and yeah these were our templates for the lineup announcement and the artist tiles and yeah we the identity was also applied on the website and on merge and we even got to design some wristbands so that was really yeah a super fun package we were invited to work on which was really great and yeah lastly I want to talk to you about awesome women working in the 3d space we are inspired by so many fellow women succeeding in the 3d space on a daily basis and yeah it's clear that there's still a lack of female-led practices in 3d motion in digital and we need more representation at a director's level to really show young women that.

11:50 This is a career they can participate in and enjoy so yeah we've got this long list of collaborators and women in 3d who inspire us. And we wanted to share them with you and celebrate them ♪

12:42 of course it's just an outline of woman amazing woman in 3d and we're excited to see this list growing every day so yeah thank you so much it's nicer for having me thank you