Initially, the tease campaign project needed a show title treatment for theater and on-air promotion spots.
This single shot animation was created first with information text added beneath the signage. Later, this look inspired the 10-second show open.
In the beginning, I gathered real-life visual references in order to recreate the signage as realistic as possible.
I wanted to understand the science behind how neon tubes illuminate, and how they are perceived through a camera lens. Details like irregular bends, dirt stuck on the back and thin wires holding tubes in place caught my attention along the way.
(Note: I gathered these images from various online sources. Copyright of each image belong to the respective artist.)
2D & 3D Animation
Graphics Toolkit Production
Produced at Loyalkaspar
Geoff Bailey & Daniel Dörnemann
Producer: Scott Lakso
Designer: Kazuyuki Ishii
Kazuyuki Ishii, John Koltai,
Brian McGee, Dave Rogers, Curt Saeui