Future Aircraft Technology.
In the current state of the world, being environmentally conscious is important for both a companies progress but that of the planets. As the air transport industry makes up a large amount of carbon emissions pumped, IATA is addressing this issue in a practical and exciting way, by looking into the future of air transport.
With new concept planes being developed to the likes of something from a sci-fi film, IATA wants to show the world that the future of Air Transport is closer than we think and these designs will be of huge benefit to not just travellers but the planet.
Presentation Matters was commissioned to create a 3-minute animation with 2 concept plane ideas, to show the benefits of the future of the industry. This animation had to fit in IATA’s new branding and communicate the excitement the subject is to the world.
Process
I managed this project, which I decided to split up due to its size, to allow myself and another designer/animator to work simultaneously to meet the tight time frame.
I divided the project into 3D modelling, design, storyboarding, 2D animation, 3D animation and audio/visual editing.
3D Modelling:
The client wanted two nonexistent plane concepts, based strictly on research papers on a Blended wing model, and a fully electric model. By researching illustrations of similar 3D models, I sketched out how the new models could look. As this was my first time 3D modelling, I learnt as I worked. I referred to GreyscaleGorilla and other online resources and also using purchased 3D models as a base to ensure I made the best model I could.
The modelling involved five iterations of moving further from current designs while remaining “airworthy”. These iterations were in collaboration with the client and the agency director.
Storyboarding:
The main storyboard for the body of the animation was a collaborative process between myself and the other designer/animator. Using the provided script, we flesh out our concepts by brainstorming and refining. This approach allowed us to conceptualise many different visualisations and concepts, then to refine the idea down to the strongest most relevant. This process yielded the concept of a “blueprint of the future”, with lines connecting different parts of a timeline to map and build the future of air. The client favoured this approach as it aligned with their goals.
I handled the 2d animation from the first act and conclusion while my colleague storyboarded the 3d section of the piece. I based my frames on the blueprint line concept, and building anticipation to the planes reveal. Close communication and a well-defined concept allowed us to ensure the design and message was consistent.
Animation:
Animation is a time-consuming process, but also the most fun, as this is where I see the ideas come to life. I wanted the animation to be smooth and floaty like air travel while communicating a sense of wonder, to lead up to the reveal of the concept planes, which was the climax of the project. My task in these sections was not to show off but to help that message. Moving the line around the screen, guiding the viewer’s eye, which was inspired by the movement of planes and a feeling of weightlessness.
Balancing these feelings while retaining the readability of on-screen messaging was tricky. However, continuously changing between an animators approach and seeing through the client and viewers eyes helped solve the problem.
Editing:
The final stage was piecing the three separate part together and mixing them with the soundtrack was a new experience for me. It involved checking for consistency between two animators and aligning them. However, the strong research and development phase made this easier.
They say Audio can be 50 per cent of animation, making the synchronisation between audio and visual important. To reinforce those feelings of wonder and excitement, I was excited to use my skills as a sound engineer to edit the music and create high impact moments. These moments included the introduction of the second plane, which is a groundbreaking ambition of IATA, and the final cherry on top is the reveal of the IATA logo at the end.
The process was long, complicated and came with many unforeseen challenges I had yet to tackle before, but it was the most rewarding project I have worked on to date. I learnt a lot, such as animation project management, large scale concept development, and connecting a story and a feeling to animated shapes and text.In conclusion, my confidence grew in my ability to solve problems under pressure, coordinate a team to achieve a common goal, and bring the large animation project safely to the ground achieving its goal of spreading awareness of IATA’s future of air in an exciting way.
Credit.
Art Direction: Adam Hogan
Design: Adam Hogan, Alvaro Melgosa
3D Modelling: Adam Hogan
Animation: Adam Hogan, Alvaro Melgosa
Agency: Presentation Matters
Client: IATA - International Air Transport Association