2022 / Personal Project / Filming, Video Editing, Motion Graphic, Background Music Composing, Branding
Tools : Premiere Pro, After Effects, Touch Designer, Cinema 4D, Logic Pro X, Photoshop, Illustrator
eilliumi’ is a fusion of ‘eliminate’ and ‘illuminate,’ representing a brand dedicated to dispelling confusion and unveiling new perspectives. By using the Montserrat typeface, I aimed to create a sleek and modern aesthetic while subtly evoking the duality of a trusted health service and the enigmatic aura of alternative wellness brands.
The seesaw-inspired logo features two individuals on a deliberately tilted seesaw, visually symbolizing the concept of bias and unfairness.
CHALLENGE
-Navigating Perceptual Ambiguity in the Digital Age: The project delves into the inherent ambiguity when information is conveyed through screens, blurring the lines between truth and falsehood and making events or emotions feel detached from reality.
-The Need to Dispel Confusion and Unveil New Perspectives: It addresses the conceptual challenge of moving beyond informational clutter and uncertainty to reveal fresh viewpoints on phenomena and concepts. This extends to a visual contemplation of bias and unfairness (reflected in the tilted seesaw logo motif).
SOLUTION
-Development of "eilliumi" Brand Concept & Identity: The brand name, a fusion of 'eliminate' and 'illuminate,' encapsulates the project's core purpose: to resolve confusion and shed light on truth. A sleek, modern visual identity was crafted using the Montserrat typeface, subtly balancing the trustworthiness of a health service with the enigmatic aura of alternative wellness brands.
-Multi-media Integration & 3D Motion Design: To visually concretize abstract concepts and complex themes, the project integrated various media elements, including filming, video editing, motion graphics, and original background music composition. Specifically, advanced 3D motion techniques (using Cinema 4D, Touch Designer, etc.) were employed to effectively represent perceptual distortion and the emergence of new perspectives.
Rough cut
experiment 1
experiment 2
IMPACT
-Provoking Visual Reflection on Societal Issues: The project prompts deep reflection on how information is consumed and how events are perceived through digital interfaces. It raises questions about societal challenges and the assimilation of information, encouraging viewers to contemplate future possibilities.
-Demonstrating Ability to Translate Conceptual Complexity Visually: Rather than focusing on direct commercial outcomes, this project powerfully showcases my ability to transform complex, abstract concepts into compelling visual storytelling and sophisticated 3D motion art. This is a significant strength, particularly valuable in fields where conceptual depth and innovative visual communication are paramount.