A story of light and shadow, of transparency and reflections. A process of creativity taking shape. A product design with an impressive wealth of facets and ever changing silhouettes.
This Project is a collaboration between Carlos Guijarro (Berlin) and myself, Alex Ortega (Barcelona).
In these times we are living, where digital communication is becoming a must-to-have tool to connect with the audience due to the lack of physical interaction, we felt the necessity to be part of this new revolution. The name Apex has a direct relation with the last addition at ClassiCon collection, the Sol side table. It represents the highest point of the sun when having our feet down to hearth, the part of the day when the lights, shadows, and reflections are admired at their peak.
Aiming to create a short movie that has a direct impact on the audience, we decided to join forces with Robin Barners, a talented 3D artist based in London. We began analyzing the direction we wanted to take with the movie having all the same common goal: to highlight the qualities of the new Sol side table by ClassiCon. We developed a storyboard implementing several cinematographic resources to communicate and transmit different emotions and feelings to the viewers. We have played with cold and warm frames together with long and fast frames to keep a dynamism during the film. We have used this resource to let the viewers discover the side table little by little, understanding the complexity of such a sculptural product.
The plot of the movie was divided into three different chapters which represents the story behind the production of Sol side table. The chapter number one was named Dawn, the first light of the day. It is a series of abstract frames that describes in a poetic way the process involved in the production of glass. Earth, grains, dense fluids, and water records weave between the first frames of the side table. The second chapter was named Equinox, since it represents the transition of the granulated material into a solid glass sheet. It is the moment where we start showing the full images of the Sol side table, with their ever-changing silhouettes and visual tricks produced by the layering of the glass panels together with the shape of the design. And this drives us into the last chapter of the movie, Zenith. The movie turns realistic and perfectly balanced, where a series of frames show the shadows and transparencies produced in a sober interior. It is the moment where the table is presented in its maximum splendor and ready to be admired and enjoyed.
To achieve a very refined and unique film, we also needed to include a music track that may help to communicate the values and qualities not just about the Sol side table, but also about an iconic company like ClassiCon. For this purpose, we have worked together with the experienced Estonian-based musician Edgar Pacheca. With the use of grand piano and chello together with synthesizers, he has a composed a unique track that perfectly fits with the different feelings and emotions that this film aims to deliver to the audience.
Apex has been possible to be produced due to the compromise of ClassiCon to collaborate with their designers not just while the product is being developed but also involving them in how to communicate a new realize. OrtegaGuijarro has taken a given opportunity to show the potential of art direction, digital communication, and the advantages of the new digital sources.