When you’re approached by an innovative studio like Make Associates you know you’re in for an exciting challenge. So we were delighted when they presented us with this project for FocalPoint.
Make already had a clear vision in mind for the deep tech company that specialises in ground-breaking positioning technologies. They proposed an animated sequence to feature on the famed Nasdaq screen in Times Square in New York to showcase FocalPoint’s mind blowing capabilities.
Devising and creating a film for such an iconic screen presented a first for us. In fact the approach that we all devised had never featured on the Nasdaq screen before.
For starters we had to consider the unique features of the Nasdaq screen. Chief among these is the fact that it’s punctured with 26 windows. However, rather than shying away from this it was clear that FocalPoint wanted to give the windows a starring role in the animation. The final film needed to deliver the wow factor so by working closely with Make we created an anamorphic projection that would both reflect the client’s mind blowing technology alongside the idiosyncrasies of the huge digital billboard.
Once decided upon the concept there was one major problem that needed to be addressed. Although we had the specifics of the screen we had no physical measurements of the building or exact screen location, all of which are critical in order to make the perspective work. Attempts were made to discover these facts, but no research provided us with the detailed measurements we needed. So in order to gather such invaluable information we commissioned a photographer in NYC to take multiple shots from a multitude of positions. Once combined, we used clever mathematics to accurately plot the physical size and position of the screen on the building.
Led by team members Matt Simpson and Matt Taylor we rebuilt the screen and building within a 3D environment, which would allow us to test the anamorphic animation. Creating an illusion whereby an image appears to be totally distorted when seen from the usual vantage point, but appears normal when viewed from a specific angle is a complex process. Without any access to the screen or indeed a testing period meant there was no room for any mistakes. The success of the final film would only be evident when it was finally projected.
After delivering the film we waited with bated breath to see our work play out live. Thankfully our efforts and attention to every detail paid off as the 15 second sequence projected perfectly. By collaborating together we were able to bring FocalPoint’s vision to life.
This is another great project under the belt for the Make and Northforge partnership. The creative shorthand, mutual respect and limitless drive for perfection have been fundamental to the success of this project and others. We continue to work together and look forward to breaking more new ground in futureJames Sparkes Creative Director Make Associates