iMac Pro Creator Series Michelle Dougherty

DATE

2018

ROLE

COMPOSITOR

DESIGNER

ANIMATOR

CLIENT

APPLE

AGENCY

IMAGINARY FORCES

The Idea

Commissioned to create a piece representing the concept of power and utilizing the powerful iMac pro, Director Michelle Dougherty intertwined live-action footage with graphic elements to tell her story. The outcome is a beautifully choreographed journey through fluidity, tension, and release, representing that we are truly powerful when we break the tether and become free.

I was hired mid-process as a freelancer to composite and animate numerous sections of the piece. The Apple logo needed to have a transition, so I utilized Maya to sculpt different blend shapes that animated organically in relation to the rest of the piece. The wolf section needed sharp opposing forms so I applied the same technique I used for the logo. Under the direction of Michelle, I oversaw editing each shot together into one string.

 

Behind the Scenes

Apple wanted to capture a behind the scenes look at Michelle’s process. In this video you can see that she is a hands-on Creative Director who takes the time to work closely with her team. When timelines were tight, she was there every step of the way to ensure the final creative was top notch. It was gratifying to see some of the same tactics that I follow when I need footage that you just can’t find online. Just shoot it yourself and experiment in post.

 
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