We developed a wired vocabulary of ellipses and graduations to convey the formal analogy between the representation of space and the design of a dial. A ballet of planets – sometimes spheres, sometimes circles – illustrates the laws of attraction.
Biomimetics takes us to the depths of the oceans, in search of new aesthetics. This project, designed like a series opener, illustrates our ability to transform abstract concepts into powerful visual experiences.
Where the boundaries between the infinitely large and the infinitely small fade, Biomimetics offers a dive into the heart of the abyss, where a hybrid and mutant creature is revealed.
We used AI to transcend representations of minerals: we created moving images that capture
the poetic essence of minerals and their transformation.
The typography’s original contours echo to the stone’s geometry, where angles
and surfaces interact with emptiness, as do solid and smooth lines.
Kælen is a fictional cosmetics brand for which we created a visual identity and a series of product animations. We designed a logo distinguished by intertwined letters and bold ligatures, combining elegance and power. We modeled a round, pebble-shaped powder compact on which the logo makes its delicate imprint.
Our product is set in a dark, rocky environment to create contrast and play with light. This approach correlates various mineral textures: the sharp relief of the rock, the detailed granularity of the powder as well as the metallic softness of the object.
The on-air package we designed for Arte for the 2024 holiday season was a pretext for creating a custom 3D setup. We explored the creative and technical limits of the device: macroscopic and texture upscaling, shape stretching… all the potential and subtleties offered by digital knitting!
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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