Adstream
CULT Futures - The Creatology Report
Soundlounge
liahome
adobe front page
Five By Five
Contemplative Reptile
Please Select
  • International Edition
  • Canadian Edition
  • UK Edition
  • USA Edition
  • German Edition
  • Irish Edition
  • Ukrainian Edition

Tendril Launches Artistically Innovative Title Film for AICP Show 2021

Creative 480 Add to collection
AICP 2021: A New World Awaits embraces current trials with enthusiasm of inventing a way forward for awards
Tendril Launches Artistically Innovative Title Film for AICP Show 2021

Tendril Studio has launched a 100% Unreal Engine created film made for the international commercial production association, AICP. It was meant to be the titles for the 2020 AICP Show: The Art & Technique of the Commercial, but hit pause when the world turned upside down. On the heels of this year's virtual show (for which Tendril did create a simple graphic title treatment), Tendril decided with AICP to revisit what it was making with fresh eyes. Tendril share this film as a point of inspiration and education. Embracing technology has allowed them to approach today’s trials with new perspective and enthusiasm, inventing a way forward. 

Staying in tune with the latest developments in 3D graphics technology has always been an integral part of our DNA as a studio. Tendril were early adopters of GPU-rendering, which it used on the American Gods S1 coming to America Sequence.

Since then, every project the studio has produced has been rendered on GPU and over the past three years in particular, Tendril have taken a step further and focused its attention on the possibilities of realtime rendering in Unreal Engine. Tendril have used Ue4 to successfully deliver elements for TV productions and commercial clients, as well as its own experimental shorts. 

“The potential for world building and constructing imagined environments that can be interactive, dynamic, and adjusted in realtime has opened up truly amazing new frontiers for us as creators.” Chris Bahry, creative director and co-founder, Tendril 

More than ever, we are hearing from producers who are seeking innovative solutions for shooting in a world where travel may be limited and sets may need to be contained for safety. Here, everything you see runs in Realtime, including the mocap characters and all light and environment effects. Unreal Engine as a technology, combined with the artistry of a design studio is an incredible tool for world building and story creation. For live action work, this opens up the possibility of virtual production, which can mean very high production value and controlled shooting environments. 

“Tendril has always played at the intersection of design, technology and story. Realtime expands their toolkit for craft and process. Applying any new technology into the design process can yield new visual style and ultimately trend. In an environment where you need to earn your audience’s attention, we must continue to push boundaries on fresh visual language and apply that thoughtfully. Tendril is really diligent in making this a daily practice. We can’t wait to see how this experimentation and learning inspires their future projects.” Adina Sales, executive producer, Psyop 

“Tendril created a beautiful world as the basis for the 2020 AICP Show titles,” noted Matt Miller, president and CEO of AICP. “Pivoting to use as a teaser for the year to come is an inspiration for the 2021 AICP Show, which will be celebrating its 30 th year milestone. I am sure we are all looking forward to a bright future full of wonder to follow the world that 2020 delivered us.” 

“The film was meant to set the tone for the event and bring attention to AICP becoming a global competition this year. Our mission was to create a film that celebrates the plurality of cultures, genders, orientations, and viewpoints that weave the fabric of the world, and the multi-faceted expressions that are birthed from such rich diversity. It has been a joy to work with Matt and the team at AICP as we navigated a new plan for the piece in order to share this important message. We look forward to more opportunities to put these exciting skills and tools to work with innovative and forward thinking collaborators.” Kate Bate, managing director, Tendril 

We will traverse this pandemic and emerge with new inventions, new stories, and fresh perspective. We look forward to seeing the fruit of our industry’s brilliance as master problem solvers and creative visionaries at AICP 2021.


Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Genres: Visual VFX

Tendril, Tue, 04 Aug 2020 16:27:51 GMT