Future Deluxe – Mothership & Adidas Y3 Film
[vimeo http://vimeo.com/108785041 w=573&h=322]
I was recently invited to the combined 5 year/new studio party by Future Deluxe in Shoreditch, so I thought we should have a catch up at what they’ve been up to recently. I’m afraid I can’t disappoint you by saying that they didn’t have lots of exposed brick in an ex-industrial building (as is Shoreditch standard) – but it is a very nice work space they have crafted for themselves.
As you may or not know head honcho Andrew Jones worked for many years in London, moved to Brighton and then set up a studio there. I asked him why he returned to London “well after two to three years there I realised that although Brighton is a great digital creative city, I couldn’t really find enough of the right kind of upcoming motion graphic talent that I needed, so I decided to open a base in London as well.
I’ve also been conscious of keeping a young team who keep pushing what we can do.” One thing is plain from the 5 Year launch film (at the top of the page) to the texture stills in the Experiments area of their website, that Future Deluxe are constantly pushing visual boundaries even when there are no clients to pay for it. Mothership is the first of five diverse films to launch their new brand. Working with friend and collaborator Twistedpoly, they have created a fun, futuristic and colour fuelled animation short.
Another important piece of work for them is their new Adidas Y3 film which was mostly filmed in-camera. This is a bit of departure for them as most of their work is computer generated. Andrew revealed to me that he always asks for 30% of the billed time on each project to be for R&D – and I think this really comes through in their work. Y3 is about as far as you can get from traditional sportswear advertising, with its repetitive cuts and bleeping sound track – but it’s exactly this kind of film that allows a brand to keep re-inventing itself, just like the early Nike ads did.
[vimeo http://vimeo.com/107502342 w=573&h=322]
Mothership Credits: Design/Direction-Nejc Polovsak / twistedpoly.com, Creative Direction – Andrew Jones, Sound design – Zelig Sound
Y-3 credits: Creative Direction – James Callahan, Art Direction – Davy Evans, DOP:Jon Nicol, Assistant DOP: Davy Evans, Jake Ratcliffe, Edit:James Callahan & Andrew Jones, Post Production: Andrew Jones, Elias Freiberger, Track – Street Corp by Actress