Design agency Trollbäck + Company (T+Co) recently debuted a live multimedia show open for the 7th annual AICP Next Awards in New York City. T+Co conceived the film and visual assets to set the stage for the inaugural AICP Week and the AICP’s new direction with the Next Awards – growing from an afternoon session to its own night and a new venue – NYU’s Skirball Center for the Performing Arts. The show open will screen in major cities throughout the U.S. during the 2013 AICP Awards Tour.
“Jakob Trollbäck and his team have always delivered interesting and fresh concepts and executions in the past for the AICP Show and the AICP Conference,” said Matt Miller, president and CEO of the Association of Independent Commercial Producers. “For the AICP Next Awards, Trollbäck created an innovative, multi-screen platform in partnership with McCann Systems. The motion graphics and design work was wonderfully appropriate for navigating the audience through our forward-looking industry showcase. Everyone was blown away from the opening titles, which is what we asked for, and what Trollbäck delivered.”
Led by executive creative director Jakob Trollbäck and creative director Brian Bowman, T+Co worked closely with the AICP to develop a live-integrated show open that conceptually captured the spirit of AICP Next and the caliber of work it represents.
The show open uses five 40 x 40-inch LED cubes and a 25-foot screen to create an immersive experience and a dynamic stage for graphic treatments throughout the evening. The AICP Next logo was configured in the five LED cubes in a row.
“We wanted the show open to drive up the tempo and excite people,” said Trollbäck. “Conceptually, it propels the idea that new media is everywhere and as with this open, you’re almost assaulted by it. We wanted people to question what they just witnessed and experienced.”
T+Co chose a black-and-white palette to complement the red AICP logo. Bold and graphic visuals, such as the digitized versions of the LED cubes, also visually supported both the brand identity and the overall concept.
Trollbäck worked closely with Bowman, who created and animated the visuals, so that they would be reacting to sound. The duo tapped Sacred Noise for the sound design with composer/sound designer Michael Montes scoring the original track based on an early cut of the film, which was animated to a temp track.
“We wanted to keep the graphics minimal and have the sound design lead,” said Bowman. “Michael loved the idea that audio structured the entire experience and he was crucial to tying the whole concept together. The background loops we created had a musicality, too, while also creating the effect of cubes projecting on the screen.”
“The Next Awards celebrates non-traditional interactive work,” said Bowman. “It’s progressive and forward-thinking. We felt an off-kilter design would be most appropriate. The AICP was open to our design interpretation and from day one they loved what we presented. It was an honor to work with them because they represent everything that’s important to our industry, especially the bold ideas, creative and storytelling that is forging new media frontiers.”