Brand video for Atmos
Stan Slavev
Brand video for @atmos.usa brand
Colorway is a Brooklyn-based creative agency which contact me to work on a brand video for their client Atmos. I've worked before with Colorway, however this time the challenge was on a new level! The project is about the brand and history of the boutique brand Atmos, which had to include a lot of details, presented in a way which incorporates their dynamics and culture.
🌎 The Atmos brand video project presented five key challenges that required innovative solutions to ensure the final product would meet the expectations of the client. These challenges included:
1. Selecting a dynamic, long, and on-brand song for the 5-minute video.
2. Handling a VAST amount of individual scenes with tons of brand content.
3. Seamlessly blending raw brand content, motion graphics, and storytelling.
4. Incorporating a final voiceover that would be provided just before the deadline.
5. Meeting the tight 14-day deadline.
- Selecting a dynamic, long, and on-brand song for the 5-minute video:
After some time looking through my traditional ways like premium stock banks, my personal selection of artists etc I hit a brick wall. Then I said, okay I will reverse-engineer this. So I approached the search for song by investigating their newsfeeds. I found that they did a collab with a song producer before. I dig into this song producers' portfolio and started listening to his past work. I found a song which was dynamic, long enough and in their style! So this was quickly approved by the team with the Atmos brand/produced, we got the green light to use it and this became the foundation of the project.
Song: https://www.instagram.com/vindata_music
2. Complex scenes and a lot of content
This was a crazy challenge. To comprehend all the articles, documents, publications, brand content throughout the years, collab events and so much more! The project file at the end ended up with close to 10 000 files and 450 folders. Having in mind a lot of the content was in Links to articles and web content.We had a mix of mostly detailed scripted scenes and some which I had to come up with ways to fill the the video there the best way possible.
3.Seamlessly blending raw brand content, motion graphics, and storytelling
Making an brand-sounding and looking way to represent the achievements, story, collabs, events and much more was one of the highest challenges. As the level of complexity for such clients is on the highest positions, it was clear that each scene had to be pixel-perfect. Even though the short time, crazy requirements, complexity of the project - I felt great knowing I was growing every step of the project personally.
4. Incorporating a final voiceover just before the deadline.
Another part adding to the complexity was that the final voice over was going to be provided prior to the deadline. Throughout the project I had to sync all the movement and animations to the voice which we knew we woasn't going to use at the end. However, I tried to minimize the chaotic possibilities from swapping a new voice over at the end by making sure the scenes were build in an elastic manner, which would easy my adjustment work after.
5. Tight Deadline
The deadline was harsh because the project had to be communicated on multiple levels, while having extraordinary complexity in scenes. The project had vast amount of content and the high number of custom made scenes, the work of which couple of software programes were involved.
See the final video here
Music license is given to the Atmos brand for official commercial usage. Music used: Vindata: Spirals
