Project Overview
We were approached by Architecture Media to produce a video on the Australian Interior Design Awards to be screened on the night of the Awards on their website after the event. The purpose was to highlight the expertise of the jurors and the rigorous process involved in short-listing and selecting winners.
The shoot was in two parts; firstly we interviewed past winners or industry leaders on location at the Robyn Boyd Foundation House in South Yarra and then the second part covered the jury panel deliberating over projects submitted for consideration.
We filmed on the new Sony F55 camera which along with the work that we did on location with the camera lighting and then the colour grading and the animation work on the edit suite, the end result matched the quality of the interior design projects.
Project Commissioner
Project Creator
Team
Exective Producer - Linda Marshall
Director - Soph Meyrick
Camera - Wayne Hammond
Sound - Pat Slater
Editor/Colourist - Aleck Morton
Sound mix - Gerald Mair
Animator/GD/SFX - Oz Smith
Project Brief
The Australian Interior Design Awards recognise and celebrate interior design excellence via a credible, industry-based program, which is backed by the Design Institute of Australia, the professional body representing Australian designers.
We were asked to design a video to address the perception that the Awards judging process needed to be transparent and showcase the expertise of the jurors, conveying the rigorous process that’s involved in short-listing and selecting the winners.
We focused on the benefits in entering and potentially receiving an Award, highlighting the journey of being the recipient of the Award. The messages to the entrants are the Awards provide recognition by industry peers, acknowledgement of exceptional work and promote your work. In the case of the Emerging Practice, winning the Award has even been known to be an incredibly useful tool to promote the business.
Project Need
Firstly we were allocated a tight budget, however, Immediacy loved the content - and given it was about interior design who in our design community wouldn't ? As result, we were committed to adding value at every turn.
We started by looking at the communication. What messaging was critical? How could we convey this by immediately engaging the viewer about the benefits of the Awards to the winners and the industry as whole. How do we convey the rigorous judging process?
Next we suggested an iconic and recognisable location - the Robyn Boyd Foundation house in South Yarra, brimming with Grant Featherstone furniture.
The final element of the shoot was filming the jury process itself. Using the very new Sony F55 and a set of tracks, we were able to get in close to cover the judging...an insight into the discussion, the consideration and the deliberation.
The next step was the post production (see design challenge) which overall generated a good looking piece of communication that looked great and added to the prestige of the Award program and its importance to the interior design industry.
Design Challenge
We filmed on the new Sony F55 camera which along with the work that we did on location with the camera lighting and then the colour grading and the animation work on the edit suite, the end result looked as good as some of the interior design projects.
The Sony F55 is a camera that is not used in the corporate video market but we were keen to inject as many visual enhancements as possible. We combined this with assembling a team that has worked on many highly-respected and successful television programs such as Grand Designs.
The camera was extremely new to the industry but worked well and proved to be a good decision.
The other challenge was how to handle the project imagery - this was the still imagery of past winners or winners from 2013. Using subtle motion graphics generated in After Effects, we were able to integrate it into the rest of the program in an elegant and consistent way.
All of the key elements in the program (from the high-end camera work, to the animation and soundtrack) were achieved within a tight budget parameter.
Sustainability
The best approach was to centralise the shoot to just two inner city locations - South Yarra and Queens Road. It also decreased the carbon footprint by having the individuals come to an inner city location, not having the large crew travel across the metropolitan area with
camera vehicles and adding to the number of shoot days.
We also distributed digital files only (via the web), avoiding a massive DVD duplication run.
Overall, injecting the program with high production values and an authentic approach to ultra-short documentary style will ensure the program is relevant and has longevity which is an objective of sustainability.
Film - Corporate
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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