G42
Re - M&C Saatchi Group
Project Length - 6 Weeks
1 Week: Concept
4 Weeks: Design & Motion development
1 Week: Final Asset production & motion guidelines
1. Branding
2. 2D Animation
3. Logo
4. 3D Animation
5. Video Editing
6. Behind the scenes video
The problem with technology businesses, especially with goals as high as G42, is how do you communicate what they do? Our creative idea of 'emergence' became the enabler of delivering experiences that invent a better everyday. It's a simple but powerful concept. We show what AI actually enables, creates and augments us – to be better. Self-driving cars, the architecture of tomorrow, the regrowth of wildlife or to push athletes to the top of their game.
Behind the scenes Video
To tell the story of the rebrand, we created a behind the scenes film, where Rana (Executive Strategy Director) and Darren (Partner and Executive Creative Director) talk through the project in detail.
Motion system & principles
Our insights uncovered emerging themes which were very directional in terms of the brand we needed to create. As a rapidly scaling business, they had a unique energy and entrepreneurial spirit that should be core to the brand. AI isn’t something to fear but the next frontier of human progress, a sentiment very much driven by Founder & CEO Peng Xiao. These are all considerations that needed to be brought through in the motion system and carried across all of their moving assets.
The motion framework was deployed across:
Logo animation
Typography
OOH
Hero visuals
Socials
Brand videos
2D & 3D capabilities
Events package
Hero visuals
Animated motion guidelines
3D asset treatment
Social Media
Behind the scenes video