London Symphony Orchestra - Roots & Origins
By Superunion - Brewhouse Yard - London
For London Symphony Orchestra Brand London Symphony Orchestra
Highly Commended in category Design & Branding
In subcategory Broadcast Design / Animation
Project Description
We were commissioned to create a campaign for the London Symphony Orchestra’s (LSO) 2019/20 season – the third under the direction of Sir Simon Rattle. The season’s theme ‘Roots & Origins’ – is an exploration of the origins of classical music.
Fundamental to this campaign is the new identity for LSO – at the heart of the identity is the movement of the conductor, captured precisely with 360° motion data. This data informs every expression of the visual identity, for example, the data is brought to life by various digital artists to create a unique animation for each new season – the film and subsequent stills form the basis of each new season’s campaign.
Fundamental to this campaign is the new identity for LSO – at the heart of the identity is the movement of the conductor, captured precisely with 360° motion data. This data informs every expression of the visual identity, for example, the data is brought to life by various digital artists to create a unique animation for each new season – the film and subsequent stills form the basis of each new season’s campaign.
Agency Solution
Creative Idea
To reflect this year’s theme, ‘Roots & Origins’, we took inspiration from how the natural world blooms but with a simple twist, we developed the creative idea; ‘reverse bloom’.
Execution
The season’s film is an interpretation of a full bloom scene which traces its way back to the seed – following the precise movement of the conductor (the motion data), with moments echoing the music, ie, vibrating leaves reflect the violins vibrato.
Where possible the marketing campaign utilises the season’s film, such as online and social. For print applications, stills are taken from the film and used in sequence to reflect the ‘reverse bloom’ narrative of the film. For example, a concertina features a series of five stills, starting with the full bloom sequence and ending with the final scene of the seed.
In both print and digital, typography is integrated with the images, and the motion of the conductor is echoed in the movement that strikes through selected letterforms.
To reflect this year’s theme, ‘Roots & Origins’, we took inspiration from how the natural world blooms but with a simple twist, we developed the creative idea; ‘reverse bloom’.
Execution
The season’s film is an interpretation of a full bloom scene which traces its way back to the seed – following the precise movement of the conductor (the motion data), with moments echoing the music, ie, vibrating leaves reflect the violins vibrato.
Where possible the marketing campaign utilises the season’s film, such as online and social. For print applications, stills are taken from the film and used in sequence to reflect the ‘reverse bloom’ narrative of the film. For example, a concertina features a series of five stills, starting with the full bloom sequence and ending with the final scene of the seed.
In both print and digital, typography is integrated with the images, and the motion of the conductor is echoed in the movement that strikes through selected letterforms.