2019 Secondary Kit Reveal
I may have stated this on a previous project, but football is one of my favorite sports. So, anytime I have the chance to work with a new club or organization, it is always a pleasure - this project being no exception. The creative team at the LA Galaxy reached out to me with an open ended brief to create an abstract, 3D centered video to help announce the release for their new kit for the 2019 season. My role was to handle the initial pitch, exploration, RnD, and ultimately the final execution while working with the creative team at the LA Galaxy the whole way through. I believe that what we landed on is a visually exciting way to reveal a new pattern, showing the construction process from basic stripes to distorted pattern, all the while maintaining the spirit of this club.
The exploration process for this project was extremely open ended. There was one verbal direction (distortion), and one visual base (the new kit). So, initially, I dove right into Houdini to start experimenting with various setups that represented distortion. Working with particles, geometry solvers, and VEX, I came up with a varied set of concepts to work from. However, I quickly realized that I needed to narrow my focus and stick to a design that more closely called reference to the original pattern - ultimately bringing me into a more geometric, angular, and cubic space. I wanted to keep the theme of complexity without it feeling too chaotic, and while the overlapping squares in the pattern may work well in 2D, once applied to a 3D environment, it felt quite busy and disorganized. For me, the solution turned out to be using KD-trees to attain a variety of block sizes while keeping their overall order in tact. Some custom VEX code in a for-loop gave me the base for the 3D environment as well as the base for the text animations. The end product is a short and snappy film that takes inspiration from the kit and transforms it into an immersive environment.
