In the production of the larger-than-life hologram, Big Block was charged with creating animation was both playful and dramatic to show off the Altima’s energy and safety shield features. In order to enhance the live action feel and immediacy of the performance, the images could not “break frame” and had to be carefully scaled to the distance of the audience and the projector. Big Block producer Pete King noted that one of the most challenging aspects of production was that a true water screen test was only possible when the project was nearly complete, leaving no margin for error. The test, which was conducted in Pittsburgh under King’s supervision, was hugely successful.

Big Block also designed “Heart,” a logo for Audi’s top tier RS line using actual components of its V-8 engine as graphic elements which were deconstructed and refigured by the studio’s creative director Shaun Collings to resemble a human heart. In a nod to the RS line’s allure and heart-quickening 450 hp performance, as well as its positioning as the life force of the Audi line, the animated version of the logo features a syncopated heartbeat. The new logo was revealed by Audi at The Goodwood Festival of Speed in England and will be utilized by agency Bartle Bogle Hegarty, London, for branding, merchandising, print and interactive.

 “These diverse projects gave us the opportunity to use all the tools of creative storytelling—real world imagery, digital techniques and most importantly, imagination. To have our work capture the attention of so many is very satisfying,” said Kenny Solomon, Managing Director at Big Block.

Recently Big Block delivered design and animation for “Peep Show,” a cheeky interactive and experiential campaign for MINI and Butler, Shine, Stern & Partners that appears on JumboTrons and bus stop video screens and incorporates a live car reveal at a Hollywood Blvd. installation.

Source: Big Block