TYR Promotional Video
Creative Director: Valentina Gil Duque, June Kim, Gage Bowman
Project Manager: Dasom Choi
Storyboard: Hanqi Wang, Wenxin Yan
Sound Design: June Kim
3D Design: Gage Bowman,Hanqi Wang, June Kim,
Jieru Tang. Joseph Sandefur, Valentina Gil Duque,
Vinh Bui, Wenxin Yan
Compositing: Valentina Gil Duque, June Kim, Gage Bowman
Software: Cinema 4D, Redshift, After Effects,AbletonLive
April- May, 2024
9 Weeks project
Brief
As the creative director for this project, I led the direction for 3D, sound, and part of the compositing team in a promotional video created in collaboration with the SCAD Industrial Design Department. The video was for an electric off-road car, targeting Gen-Z consumers seven years in the future, with established careers and lifestyles.
The project involved three design teams: the Promo team (which I directed), the Interface team (responsible for designing the car's screen UI/UX), and the Branding team (focused on creating the logo and posters). Working closely with the executive director, I assigned scenes to our team members based on the storyboard and ensured that all style frames appeared cohesive throughout the video.
SCAD TYR reveal event show
Mood Board
The video was structured into six scenes: Wetland, Desert, Snow, Forest, Industrial scene, and Final scene. For each of these scenes, we created a dedicated mood board to guide the visual style and tone.
DAY DREAM/ REALITY/ FREEDOM
Story Board
“REVERIE” A state of being pleasantly lost in one's thoughts; a daydream.
Part1. The Day Dream
sought to embody being transported into a limitless world through a daydream
This is from the point of view of TYR as it searches for its own version of freedom
Part2. The reality
TYR wakes up from the daydream in a hollow industrial place, ready to drive out into the space that leads to freedom.
It effectively sets the scene for the transition from the surreal landscapes to the more realistic environment, symbolizing TYR's movement towards freedom.
Part3. The Freedom
After waking from the daydream, TYR is fueled with inspiration to find its own version of freedom
Process
Cohesiveness: We used shared 3D assets and a similar HDRI to maintain consistent lighting throughout the video.
Abstract Form: To emphasize the theme of a daydream, abstract visuals were a core focus.
Production Timeline: Rendering began in week 7, optimizing our schedule to allow sufficient time for compositing and sound editing.
Scene Contrast: Act 1 showcased surreal landscapes, while Act 2 shifted to realistic colors, setting the scene in a cold, dark, hollow space to evoke a feeling of being pulled back into reality.
Style frames and scenes that I've mainly worked on.
Styleframes
Sound
Sound Design:
Car engine sounds were utilized to trigger transitions between different environments, enhancing the immersive experience and reinforcing the dynamic feel of the promo video.
Compositing
Our team aimed to match the timing of the visuals with the beat of the music. Special effects such as motion blur, frame-in-frame, and time remapping were applied to enhance the visual impact. Additionally, color correction was performed to achieve the desired look and cohesiveness.
