Beauty Prestige Group
Beyond the Lens
Video, Motion Design & Creative Direction
We flew out to sunny LA to work at beautiful NY Street in Paramount Studios for this event. East of Ellie contracted us to develop and execute an event branding that would be totally unique to the location.
The video below was shown to the attendees in Stereoscopic 3D at Paramount Theatre.
Branding and Design
This video was shown to the attendees in Stereoscopic 3D (You know those 3D glasses, right?) at Paramount Theatre. It served as an introduction to the event and highlighted each associated brand involved.
Directed by: Paul Melluzzo
3D Animator & Compositor: Colin Theys
Sound Design: Teo Multimedia
Storyboard Illustrations: Matt Guastamacchio
We worked hard to nail down the look of the video early, since it was going to be quite laborious to make changes once we started working with the stereo images. Below are some shots of our illustrated storyboard that we got approval on before production started.
Being at Paramount Studios, you would think that the general ambiance is enough, but these cosmetics brands love to have fun and make things their own. Our role was to work with East of Ellie to flesh out a concept for each installation, and then set builders came in to execute. After a few meetings (and coffees), we created mockups and accompanying graphical elements to help illustrate how the installations would look.
The first installation (and our personal favorite) was to create a photo booth opportunity, where people could stand in the box and look like they were on the cover of a magazine.
Using estimated measurements, we created this 3D render to convey how it would look. After getting approval, we sent the measurements over to the Set Builders and they worked their magic.
This was a fun one. East of Ellie basically took an empty building on New York Street in Paramount and transformed it into a glam studio. Blueprint measurements of the building were provided to us, and we then created a mockup of the space.
New York Street
Tell us you want a totally branded city block. We will tell you “When do we start?”
Each brand was given a “storefront” on New York Street to make it their own. Dolce & Gabbana had a musician and a photo wall, Hermes had a photo booth and branded latte art, Shiseido had a newsstand and sushi bar. You get the point. Our collaboration with East of Ellie was successful in executing their concepts, and let us flex our design muscles a bit.