CONTEXT
Keep It Real started with a typographic vision. First step, draw expressive and singular letterings. Secondly, try to bring the letters to life, embody them. To do this, we drew inspiration from the codes of rap music videos: frantic editing, exaggerated focal points, visual and colorimetric hallucinations, assertive media mix. Artificial intelligence becomes our ally: with it, we created an original music, and generated animated images to amplify our vision. Paradoxically, Keep It Real becomes our UFO, a daring hybrid work questioning and pushing back the boundaries of reality while drawing inspiration from it.
PROCESS
STILLFRAMES
CONTEXT
Stable Diffusion, like the now-famous Midjourney, is an artificial intelligence model that generates images from a prompt. Stable Diffusion is unique in that it is open source, making its diffusion models accessible to everyone. This feature has enabled users to develop additional ‘tools’ such as ControlNet, which enable more accurate end results to be obtained than with a simple prompt.
As part of this project, we used the ‘QR Code Monster’ ControlNet. Revealed by MrUglesh’s Spirale Town, this ControlNet offers the ability to integrate an image, originally in black and white, into a given perspective. QR Code Monster enabled us to play with the 17MARS logo and incorporate it into various scenes. The logo is both hidden and revealed by the image in which it has been incorporated.
SPIRAL TOWN
ITERATIONS
CONTEXT
3D billboards are corner screens installed in large urban centres, impressive both for their size and the depth effect they create. With this project, we take on the creation for this device of a realistic content, designed for the night, that maintains the sensation of a strange discrepancy. The floating fabrics seem, at times, to step out of the frame, and the blue sky creates a striking contrast with the surrounding darkness. The light contributes to this visual integration, illuminating the fabrics with the brightness of day – but darkening them as soon as they approach the edge of the frame and the night outside. The sky at the top of the box finally opens up into an impossible space, offering an optical illusion in the manner of Escher.
MAKING-OF
CONTEXT
This research project is part of the agency’s offer to create immersive virtual universes. Initiated on the occasion of a luxury industry event, this creative proposal explores, in macro, the prolific spring flora of a phantasmagorical garden. This bee-height tracking shot elegantly moves through three color palettes, three lights and three dreamlike atmospheres.
MAKING-OF
CONTEXT
We came up with the Grindin’Grans project with the aim of experimenting with the new forms of creation offered by the web3. LVMH has its Livi? Publicis has its Léo? No problem: 17mars’ web3 ambassador will be an old lady who gives herself a second life thanks to tech.
Influencer of a new kind, beta-tester of all counter-cultures, Anna Wintour of the metaverse, muse of the silver economy, Gran has more than enough to surprise you! Determined in her quest for knowledge and freedom, she breaks digital codes to inspire all those who don’t dare and finally give up.
At 17mars, we adhere to the values conveyed by skateboarding. Try, fall, try again, never give up. It’s to this universe that we’ve chosen to associate our Gran through a series of NFT collectibles animated in 3D. In it, she performs a kickflip, dressed in a variety of clothes, with different hairstyles and accessories.
This project was also an opportunity to experiment with our in-house plugin, New Plugin The Block (NPTB), on sale on Gumroad.
VISUAL IDENTITY
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MAKING-OF
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Context
NPTB or New Plugin The Block is a C4D plugin that aims to simplify the process of creating and making NFT collectibles.
It allows the rendering automation of several versions of the same 3D animation, while having total control over the rarity of the elements. Among its notable features: previewing combinations before rendering, exporting JSONs or creating a demo video of the collection.
We developed this plugin in-house, and our teams regularly work on optimising it and developing other custom tools. Today, NPTB is available on the Gumroad platform.
Contexte
L’intelligence artificielle fait partie des outils que nous intégrons à nos processus de création. Elle permet d’accélérer l’émergence de nouvelles idées, d’espaces inédits et d’univers impossibles. Le développement de cette esthétique artistique forge de nouvelles stratégies de communication visuelle pour les marques : nous avons pour ambition de les accompagner dans l’exploration de ces nouveaux imaginaires.
CONTEXT
Thanks to the Unreal Engine software, which is now integrated into our production processes, we have developed a series of virtual spaces, prefiguring the perspectives of the metaverse.
These universes are designed as a showcase to host speakers and products during filming, whether they are post-produced or broadcasted live.
These new devices allow us to offer brands new immersive storytelling mechanisms, whose only boundaries are those of the imagination.
Our partnership with the PRG France group allowed us to test this set on their Épinay-sur-Seine set, which is among the largest in Europe.
CONTEXT
The MultiCAM systems teams asked us to power the LED screens of their booth during SATIS 2022. We developed a set integrating an architectural structure able to accommodate the series of interviews held throughout the show.
CONTEXT
TouchDesigner allows us to imagine all sorts of real-time interactions with a video stream. We chose to experiment with this technology by developing a collection of animated posters, celebrating plants. Placed in a busy place, a train station for example, each screen shows a flower in bloom. The graphic animation evolves in real time according to the number of people in front of the screen and/or the movements. Each flower is generated from codes and instances.
CONTEXT
The challenge of procedural design is to master randomness. This technology, based on the multiplication of calculations, allows for an exploration of cycles of animation and images, to infinity. We worked on a series of animations of textures mixing organic and textile, enhanced by a play of lights.
