Elastic Creative was called upon by Google producer, Yovel Schwartz, to produce a launch video for Google’s latest mobile application. Google Currents is a new mobile app that lets you enjoy free online magazines and other content via smartphones and tablets. The expedited and well-executed video consisted of a green screen shoot, editorial, motion graphics, and one snazzy little bit of original music by Sirius Sound artist, Shane Watson. Creative Director for Westernized, Marcello Grande, adds, “Every creative piece fell into place just as quickly as the content does within Currents. Our incredible team without time to spare or sleep to have, made the entire process a pleasure. Even at 3 a.m., the project was team building at its finest!”

Google – Current Launch Video

YouTube http://www.youtube.com/watch?v=5LOcUkm8m9w

---

Credits:
Project Manager: Jason Shafton
Google Producer: Yovel Schwartz
Shoot Director: Jesse Eisenhardt
Creative Director: Marcello Grande
Producers/Post Supervisors: Carlos Cabrales and Brandon Grande
Post Editor: Scott Bartholomew
VFX Sup: Nathan Hackett
Motion Graphic Artists: Carlos Tsoi, Christian Casteneda, Jon Lewis, Marco Salsiccia, Zack Freeman
Original Music/Sound Design: Sirius Sound

Google’s Research and Production teams have approached Elastic Creative to produce a string of videos that showcase Google’s Marketing Applications, which highlight recent research analysis conclusions about these products.

The basic idea behind the four videos was to make them simple and accessible. On the visual side of things, Elastic Creative thought, “Why not throw in some fun?” Using classic illustrator techniques, iconic games, and Jazz albums as an inspiration, Elastic artists took dynamic visuals into a Google-stylized world, which helped move the information-packed scripts along in a fun and playful way.

Google – Gaming Insights

---

Credits:
Art Direction – David Rickles
Design – David Rickles / Carlos Tsoi
Writer/Director – Bill Groshelle
Production Artists – David Rickles / Carlos Tsoi / Jaan Shenberger
Producer/Post Sup. – Carlos Cabrales
Sound – Sirius Sound

Google – 5 Truths

---

Credits:
Art Direction – Carlos Tsoi
Design – Carlos Tsoi/Allison McBeath
Writer/Director – Bill Groshelle
Production Artists – Dylan Champagne / Allison McBeath
Producer/Post Sup. – Carlos Cabrales
Sound – Sirius Sound

Google – Analytics

---

Credits:
Art Direction/Director – David Rickles
Design – David Rickles / Carlos Tsoi
Production Artists – David Rickles / Carlos Tsoi
Writer – Renee Crawshaw
Producer/Post Sup. – Carlos Cabrales
Sound – Kent Carter

Google – YouTube vs TV

---

Credits:
Art Direction/Design – Carlos Tsoi
Writer/Director – Bill Groshelle
Production Artists – Marco Salsiccia / Janelle Falcone
Producer/Post Sup. – Carlos Cabrales
Sound – Sirius Sound

Salt Branding came to us with the design challenge of resurrecting the Milliken logo, as though Mr. Milliken himself were writing it. In keeping with Milliken’s historical and innovative vision of leading the world’s largest textile and chemical manufacturer, our team of digital alchemists got their hands dirty and physically sculpted the new logo out of Plexiglass. Pieces of foam were used as stoppers for the fluid, which was concocted out of a strategic mixture of corn syrup and blue food coloring. After several test experiments, the approved shots of the flowing liquid were composited and polished off. One of the creative’s on the job, Hernan, adds, “It was nice having the freedom to explore, I had a blast.” The model of the Milliken logo hangs in approval at Milliken’s home base in Spartanburg, SC.

Featured in: BRAND NEW

Milliken Logo Reveal from Elastic Creative on Vimeo.

CREDITS
Agency: Salt Branding
Client: Milliken

Drew Fiero, Director
Geri Logan, Producer
Tomas Tucker, Director of Photography
Brandon Blizard, Compositor
Christopher Bjerre, Compositor
Hernan Santander, Compositor

Logo Animatic

Milliken animatic from Elastic Creative on Vimeo.

Production Stills

Event production company, InVision Communications, turned to Elastic to direct, design, and animate the headline video for Cisco Partner Summit.  The design of the open was then extended across the entire look and feel of the show including large panoramic images that served as titles and backgrounds for the Power Point presentations.

With a four-hour time limit for the shoot, Elastic researched and compiled a thorough shot list for the cyclist’s journey across the globe prior to moving to the green screen. EC collaborated with Acme Scenery to create a camera and bicycle rig that provided flexibility for a wide variety of shots and fluidity of motion for the cyclist’s turns and sprints.

How the Bike Rig worked:

BikeCurve from Elastic Creative on Vimeo.

Cisco OTG Show from Elastic Creative on Vimeo.

“This was a fun opportunity for us, Cisco specifically asked for something that wasn’t your average corporate video and we had a great time doing it.” said Elastic director, Drew Fiero.  Working closely with Westernized Productions, EC was able to staff up to a team of 12 animators to complete the open on a tight schedule.  Fiero added, “We were able get out the light table and animation stand and do some traditional cell animation.”

Cisco Own the Game from Elastic Creative on Vimeo.

Example of animated lines cycles:

animatedLines from Elastic Creative on Vimeo.

CREDITS
Agency: InVision Communications
Executive Producer: Angela Cosentino
Production Company: Elastic Creative
Director: Drew Fiero – Elastic Creative
Design & Art Director: Marcello Grande – Westernized Productions
Animation: Elastic and Westernized

AT&T came to us to produce a :90 sec opening video from concept to completion.

Based on a photographic image provided by AT&T, EC designed an initial icon for the network. We then utilized the structure and language of this icon to animate the piece, covering each of the major aspects of AT&T’s network. The goal was to show both strength of structure and fluidity of response. The video is used to open high level strategy meetings and has received high praise.

What do you do with a small budget, but big expectations?

You come up with a simple concept and do it well.

Read More >>

Delphi productions came to us to design, direct, and program 4 multi touch tables and a 20 ft multi touch wall.  Since this was both Delphi and EC’s first multi-touch project there was quite a bit of research to be done.

Read More >>

True North hired us to design and animate a high level video for Cisco Unified Computing Services.

Cisco – Unified Computing Services from Elastic Creative on Vimeo.

The Kenwood Group hired us to help concept, design and animate a set of bumpers for this year’s E3 gaming convention.

Square Enix E3 2009 from Elastic Creative on Vimeo.

The key aspect of this job was to create a bumper from which it was easy to create many versions. We were able to export all of the Maya camera information to After Effects along with null objects and masks, so that all of the video, including reflections, could be edited and rendered from After Effects. This made it possible to deliver such a high quality animation in a short time frame while maximizing the budget.

Elastic was hired by Colardo Creative and Director, Bill Groshelle, to create a brand piece for Immersion, a company that specializes in haptic feedback.

Immersion Brand Video from Elastic Creative on Vimeo.