Trollbäck+Company created the 2017 AICP Show Opening Titles, which debuted on June 7th at The Museum of Modern Art (MoMA) in New York City. The animated piece unveiled the new AICP logo — its first in 45 years — which was designed by Brian Collins and his brand consultancy Collins. The AICP Show is the tentpole event of AICP Week; each year’s honored work becomes a part of the archives of the Department of Film at MoMA.
“Trollbäck has been an amazing partner to work with over the years,” says Matt Miller, President and CEO of AICP. “As part of the rollout of our new identity, we turned to the amazing team there to articulate the new logo. Their piece was beautiful.”
Led by Trollbäck+Company Creative Director Brian Bowman, the sequence takes the audience on a journey through a 3D world in which geometric shapes – cylinders, pyramids and triangles — form the new logo.
To view: vimeo.com/220514597
“The new logo signals a reinvigoration of the AICP brand, so the organization was excited about keeping the focus on it,” says Bowman, who also moderated “The Technology of Experience” panel this week, and led the branding for the AICP Next Awards for the past several years.
“The show open is a visual story about the process of creating an identity — abstractions of what the shapes can become, and the thinking process behind what a logo could be — as we build up to reveal the new brand mark.”
While the slow-moving shots and animation in the opening sequence stay true to the minimalism of the AICP’s new black-and-white mark, Bowman worked closely with Antfood to create a pop music-inspired soundtrack that conveyed the new energy of the trade organization.
“Antfood is an incredible collaborative partner,” says Bowman. “Music and sound was essential to the journey we envisioned, as we worked closely to dial in the right vibes with the picture in order to capture this exciting moment in the long history of the AICP brand.”
Trollbäck+Company also created the end credits, interstitials, and title cards for the awards show. Based on Collins’ style guide, all of the letters in the AICP logo collapse into a singular shape, which provided the team with the framework for the retro art-style interstitials. In addition, the companion Serif typeface against the minimal environment complemented the overall feeling of the new branding.
Bringing together a long tradition of AICP involvement and the promotion of sustainability and social engagement, Jakob Trollbäck, Founder of Trollbäck+Company, also sat on the AICP’s recentMarketing for Change panel, which brought together a cross-section of leaders who partner with brands to find and amplify that voice.
Project Title: The 2017 AICP Show Opening Titles & End
Event Date: 6/7/17
Creative Agency: Trollbäck+Company
Founder: Jakob Trollbäck
Chief Creative Officer: Alex Moulton
Creative Director: Brian Bowman
Head Of Production: Suzie Cimato
Executive Producer: Erica Schrager
EP Business Development: Elyse Roth
3D Animation: Fionna Mariani & Ryan Paterson
2D Animation: Brendan Rouche & Darius Safani
Technology Used: Cinema 4D, Arnold Renderer, After Effects
Original Music & Sound Design: Antfood
Trollbäck+Company is a branding and design studio that creates meaningful content and moving experiences. Driven by the pursuit of beauty and logic, we artfully translate complex ideas into elegant brand communication. Comprehensive disciplines empower our clients to sustain brand impact within a seamless workflow, from developing a powerful identity to marketing it with integrity.
Established in 1999 by celebrated Swedish designer Jakob Trollbäck, the studio is recognized as an innovative force in branding through motion design for international media companies and consumer brands, including Volvo, AMC Networks, and TED Talks. Today, Trollbäck+Company’s Scandinavian principles continue to inspire brand expression that is purposeful and emotional through strategy, design, content, and experiences for global clients, such as Spotify, BBC, NBC Universal, Verizon, Chase, and IBM. www.trollback.com
About AICP WEEK
AICP Week is a celebration of creativity and thought leadership. The Week is anchored by the Premieres of The AICP Next Awards and the AICP Show: The Art and Technique of the American Commercial, the latter culminating with the most anticipated celebration in the industry: The gala at the Museum of Modern Art. Additionally, in each year, various educational seminars and events highlighting the state of marketing in the motion image are staged.
Founded in 1972, AICP represents, exclusively, the interests of United States companies that specialize in producing commercials in various media—film, video, digital—for advertisers and agencies. The association, with national offices in New York and Los Angeles as well as regional chapters across the country, serves as a strong collective voice for this $5 billion-plus industry by: disseminating information; representing the production industry within the advertising community in business circles, in labor negotiations and before governmental officials; developing industry standards and tools; providing professional development; and marketing American production. aicp.com/