Thornberg & Forester's Iconic New Ident for Cinereach Ltd. Debuts at 2012 Sundance Film Festival
At this year's Sundance Film Festival, the not-for-profit film production company and foundation Cinereach Ltd unveiled director Benh Zeitlin's drama entitled "Beasts of the Southern Wild" - an iconic new ident for Cinereach, which was designed and brought to life cinematically by Thornberg & Forester s (T&F) co-founder, principal and director Scott Matz and his colleagues.
Developed in collaboration with Cinereach founder and executive director Philipp Engelhorn, creative director Michael Raisler and communications and fellowships manager Reva Goldberg.
"Working with Scott and his team was a very rewarding experience," said Engelhorn. "They really listened for important cues and nuances in how we talked about what we wanted, and successfully translated our many conversations with them into striking imagery and graceful motion. We were very proud to see our new ident on the big screen for the first time at Sundance, and feel it conveys the Cinereach mark perfectly."
Applying skills polished over the past five years during which T&F has been busily supporting world-leading business, entertainment and marketing industry executives, Matz and company collectively jumped at the chance to create the short yet powerful brand ident. Their challenge was to visually express what is distinctive about the films Cinereach supports, while capturing the tone and emotional dynamic represented by the company's unique ethos… and to do so in only 10 seconds.
To artfully achieve that sublime result, the visual approach begins from a solitary vantage point, where graphic, crystalline architectural elements align within the camera's view to create the geometry of the Cinereach mark, signifying the foundation's authentically unique perspective.
"We are a solution driven company that believes in the power of the creative process and true client engagement," Matz began. "We initially presented a number of distinctly different solutions, and as we progressed, Cinereach's brand and ethos led us to design and create a cinematic ident that embodies Cinereach in a beautiful and simple way."
Continuing, Matz explained, "The ident became a short film itself. There's a wonderful marriage of concept and picture to sound that resulted from our collaboration with Echolab's Gavin Little. Gavin worked closely with composer Tobias Norberg to find the perfect balance of impact and restraint. He then dashed the piece with a beautiful layer of sound design to wonderfully encase the experience in Dolby 5.1."
Once their concept and approach were approved, T&F's artists moved into rigorous R&D in the areas of 3D design and modeling, camera motion and speed tests. The team used Autodesk Maya and Cinema 4D, as well as HDR Light Studio Pro. Compositing and finishing was handled in After Effects and da Vinci. With final approvals from the Cinereach executives, the ident was finished just in time for its debut at Sundance.
"The solution we landed on for Cinereach required a tremendous amount of attention to detail," added Elizabeth Kiehner, T&F co-founder, principal and executive producer. "We are diligent and fastidious, almost obsessive, about craftsmanship and production values, and we feel this work clearly reflects these core values."
Client: Cinereach Ltd.
Founder and Executive Director: Philipp Engelhorn
Creative Director: Michael Raisler
Communications and Fellowships Manager: Reva Goldberg
Design/Production Company: Thornberg & Forester
Director: Scott Matz
Designer: Scott Matz
3D Animation: Michael Russo
3D Modelling: Kyle Miller, Michael Russo
2D Animation: Michael Russo, Joe Russ
Compositing: Michael Russo, Joe Russ
Executive Producer: Elizabeth Kiehner
Producer: Lisa Riemer
Early Design and R&D: Scott Matz, Justin Meredith, Frank Pichel, Vi Ngyuen, Kyle Hurley, Kyle Miller
Telecine Company: Company 3
Colorist: Tom Poole
Music & Sound Design Company: Echolab
Composer/Sound Designer: Gavin Little