ADOBE MAX 2022
For their 2022 Adobe MAX conference, Adobe aimed to spark creativity by reinventing their logo into a dynamic entity that amalgamated elements of architecture, technology, and art. Additionally, they wanted to engage visitors by offering them an opportunity to interact with the logo in real-time. I was approached to lend my creative touch to their identity. The task at hand was to create two custom looks for the brand, bringing this vibrant concept to life.
Scope
• Design
• Animation
Tools & Techniques
• Unreal Engine 5
• Adobe CC
• Cinema 4D
• 3D modeling & Rendering
Project Type:
Interactive Installation • Public Space
My Role:
Designer • Animator
Client:
Adobe
Studio:
Maintening the integrity of the Adobe Logo while infusing it with an organic and surreal aesthetics, closer to my own style?
1.
Creating a perception of vastness in the scene's projection within the confines of a 6x6 feet interactive cube
2.
Designing and executing pre-rendered content to work into an interactive setting?
3.
THE CHALLENGE OF BEING ICONIC
When working with VTPro and Adobe, I was faced with a unique challenge: to breathe fresh creativity into Adobe's identity system while preserving its recognizable logo. I set out to craft two distinct, immersive spaces that upheld the logo's identity, each with its own thematic inspiration. All this had to be achieved within the confines of a 6x6 feet projection cube, where the designs would be displayed in an engaging, quasi-holographic, interactive manner.
DESINING FOR INTERACTIVITY
In both designs, the goal was to encourage interaction from the users. This meant planning and executing animations that could be activated with a trackball click, leading to a unique user experience. However, integrating pre-rendered assets into an interactive setting like TouchDesigner presented a unique challenge: All the animated assets needed to be rendered separately, making sure the animations started and ended on the same friend so they could be activated at any moment. Leveraging my experience as an interactive artist, I was able to design components that blended seamlessly, facilitating the activation of unique animations in response to user inputs, ultimately creating a dynamic and engaging user experience.
FEELING INSPIRED?
BRINGING THE ORGANIC INTO THE GEOMETRIC
For the first scene, I set to create a lush, marine-inspired space. I aimed to evoke a sense of complexity and abundance, mirroring the intricacies of life itself, while still adhering to the iconic Adobe logo. However, creating a sense of unity between the organic shapes of marine life and the geometric precision of the Adobe logo proved to be a delicate balancing act. My approach involved manipulating the logo, taking care to remain true to its negative space, while fearlessly incorporating aquatic elements. This strategy resulted in a harmonious fusion of the natural and the iconic, without diluting the logo's distinctiveness.
THE SPACE BEYOND THE CUBE
For the Second Design, created in collaboration with the 3D artist Eli Ayres, we ventured into the realm of surrealism, looking to Escher-inspired spaces filled with impossible geometry. The challenge was to invoke a sense of large scale and expansiveness within the constraints of the 6x6 feet projection space. Here, we worked with a design that hinted to other spaces outside the frame. Using tension lines and guiding the viewers eye to "what is beyond", animating objects entering and exiting the frame, enabling us to create an illusion of grandeur and vastness despite the physical limitations of the display.
