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JURIES : JUICE CREATES AN EVOCATIVE FILM TO WELCOME THE RESURGENCE OF CREATIVITY AT ADFEST 2023 RISE
The Giant of Creativity awakens to beckon people to come together at ADFEST and celebrate a new and positive future. Here is its call to the industry:
RISE
It is time... to Rise.
The darker the night, the nearer the dawn,
Rise to the first ray of light that touches the lawn. Rise to the emergence of ADFEST 2023 in Pattaya. Rise from the costly pandemic to the call of this morn.
Recall the sunshine and sea-breezes that beckon, Cleansing the cobwebs, lethargy and foul indolence. Let the hunger for and bright light of creativity reign. Where inspiration and learning are never in vain.
Rise to celebrate and gather at ADFEST,
A forum where old and new friends will gather yet. Where ideas and knowledge thus cumulate.
So come join us on this auspicious date.
This is the message of RISE, the theme of ADFEST 2023, which has been turned into a powerful animation by visual effects, design & audio powerhouse, Juice, which has offices in Poland, Japan, China, and the US. It is the story of the giant, Creativity, awakening in Pattaya, a metaphor for the resurgence of the industry after the challenges of recent years.
It starts in the dark, the silence interrupted only by gentle volcanic cracks announcing the first shakes of the awakening to come. A giant mechanical creature begins to stand up, its moves heavy but fluent. Time elapses and years pass by as it continues its slow rise. The weather changes, night to day transition roll through the sky.
A new day sets in and the giant is finally on its legs. It looks motionless above the horizon. When the very first ocean wave touches it feet, its eyes light up. Now its soul is awake too.
After years in hibernation, the giant is finally awake, ready to embrace new concepts and chase new passions.
The film is filled with symbols. The old ADFEST is represented by Fire, the new ADFEST by Water. Light brings the Giant, Creativity, to life; Water brings its Soul to life..
The Giant’s design consists of various gear and props associated with the creative industry, such as camera rigs, lenses, prospects, tables, megaphones, measurement devices, and more. Built out of the things used by artists and designers, it’s a memento of creativity put on hold and then reawakened. There are more visual metaphors hidden within the environments. For example, the red sun on the rise resembles a camera’s recording light, and the flashes of lightning that activate some parts on the Giant’s body during a thunderstorm, symbolise camera flashes.
Michal Dwojak-Hara, Creative Producer, Juice, commented, “Juice was absolutely thrilled to be given the opportunity to work on the ADFEST animation this year. The festival's theme gave us a vision of a robot rising up, signifying all the various areas of creativity that were being celebrated.
“It was a unique concept, and it was clear to us that it was going to be a challenge to bring this concept to life. We decided to use the Unreal Engine and Houdini software. By selecting these tools, we were able to achieve a high degree of flexibility in adjusting elements and maintaining complete control over every aspect of the animation.
“We took inspiration from a wide range of sources when designing the robot, incorporating creative elements from both analogue and digital mediums, as well as from gaming and film. It can take time to fully recognise and understand all the different components of a robot.
“Our vision for the animation was that the robot has been dormant for the past two years and is finally awoken to re-enter the creative world and celebrate with others. We wanted to emphasise the progression of time in a more visually interesting way, so we decided to incorporate a timelapse sequence into the video. This allowed us to highlight the significant amount of time that had passed since the last edition of the festival and create a more dynamic and engaging viewing experience for the audience. Our sound team played a crucial role in the project, creating a soundscape that perfectly complements the visuals. Initially, we focused solely on the sound design, without including any music. The introduction of music towards the end of the animation provided a powerful punch, creating an emotional and memorable experience for the audience.”
Join us at ADFEST 2023 Rise and celebrate the era dawning for the industry in Pattaya, Thailand, 23-25 March.
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23 March, 2023
