DMA423 – Vans Viral Video

Our stop-motion Vans viral video is finally complete! We took the original Vans logo and recreated it with a new facelift. At first we wanted to use Pharrell William’s “Happy, but we thought that it was too..happy! We needed something more edgy and a little bit more rock and roll. Mike randomly found this song by Muse – “Supermassive Black Hole and once we placed it in the timeline, we loved it!

We kept the video very light and added a little bit of humour and stay true to the comic book look. Downtown Toronto is already so colourful and vibrant, we wanted to stick to that theme and keep everything fun. Since our lead actor, Ted is not a professional skateboarder, we had to improvise and do something different.

The process for this video was harder than it looks. We originally wanted to record a video of some pro skaters to get cool tricks. We also wanted to do some slow motion and add more cool effects. Pressed for time and weather problems (winter in March still), we were not able to find anyone, so we got our lead actor, Ted to do it. We wanted to do something different and we brainstormed some ideas to do stop-motion. None of us has done a stop-motion project before, so it was a bit of a learning curve but we managed to put everything together in Adobe Premiere Pro and Adobe After Effects. Some of the footage was taken free hand and some with a tripod. The timing was super fast, so we had to slow down a lot of the frames. If we had more pictures, we could definitely make it more smoother and continuous.

One of the most difficult parts I found was putting all the images together. We used a total of 3 cameras, (Nikon, Canon and Samsung DSLRs) to take the photos separately and as a group. There were a few shots we had to omit due to continuity issues and stuck to our 1 minute mark. Once all the assets were complete, it was time to animate. At first, we wanted it to be serious and pro, but from the nature of our skateboarder, we decided to add some fun and purposely show him falling and being a horrible skateboarder. We shot this in March and had to post pone it the first time due to snow. In the end, it worked out well and we got all of our shots in time before security had to kindly kick us out for hanging around the doors of the Eaton Centre.

QUICK SYNOPSIS:
Ted is an adventure seeker and plans a mini trip in Downtown Toronto. He is not the best skateboarder, as he falls many times. But he doesn’t care. Ted is determined and does not give up! Ted suddenly gets the urge to go shopping and hits up the Vans store. Then something magical happens. His Vans shoes are not just regular shoes; they have special powers! This is Ted’s journey.

Special thanks to Adrian for lending us his skateboard for this project. THANK YOU ADRIAN!

You can find our group work and process for this project here.

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XRENDER Update

Day 2 Shooting complete for our VANS Viral Video Project!

We braved the cold weather and we were lucky that this past weekend was good and didn’t snow again. Some small delays here and there but we managed to get work done. Now, time for editing! Progress and inspiration can be found on our group blog online at: www.xrender.portfoliobox.me

Stay tuned!

XRENDER

XRENDER

Updates for the XRENDER Team.
Vans Viral Video Project for DMA423 – Interactive Development.

DMA423 – VANS Rebrand

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Project #1 – Re-branding

I chose VANS because I love shoes and have always been a fan of VANS. I chose this company because it’s something I’m more familiar with compared to the other companies that were given to me.

I did some research about the company and jot down some important notes about how they got started. Here are my brainstorming and preliminary sketches:

JuliaHilao_VANS_Rebrand_Sketch01edit JuliaHilao_VANS_Rebrand_Sketch02edit

I wanted to keep the original font from before. It’s very artsy, freehand and dominant. I played around with the thickness and styles to make it more modern. So far, these are my top 3 sketches that I like.

#1 is very minimalistic; simple lines with the “S” looking more like a digital “5”. I kept this very futuristic and similar to a digital clock.

#2 is more dominant with the combination of thin and thick strokes. I kept it similar to #1 with the diagonal stroke thicker in the letters V, A and N. The “S”, I tweaked the shape to show the checkered/diamond look. This pattern is one of VANS’ most iconic and popular shoes that I remember seeing a lot growing up. (I also put a side note to maybe extend the letter “S” to underline the word VANS.

#3 pays tribute to the classic bubble letter style. Instead of making it more round, I kept it chubby, short and wide. I think it still needs a little more adjustment on whether or not I should keep it 2D or play around with the shadows to give a 3D feel to it.

Colour Schemes:

Possible colour schemes I like for my new VANS logo are these 3 colour swatches I got from colourlovers.com/palettes

hazOcaso_Bold_osadezu

hazOcaso Bold by osadezu

Peachy_Keen_SoulStarMecca

Peachy Keen by SoulStarMecca

Suntan_City_merlevine123

Suntan City by merlevine123

The feeling, themes, style and vibe of the VANS company are:

AUTHENTICITY
CLASSIC
SKATE
TOUGH
UNIQUE & CUSTOMIZABLE.

Similar to their original 1966 ad.

The elements of the Brand Foundation:

Core Purpose – Why we exist
Vans exist because of the kids who were not afraid to be different. The kids who wanted to be free to be themselves and have fun.

Vision –Β Where we are going, and how we’ll know we’re there
Always looking for expansion, get more customers and brand recognition. Vans is no longer just a “skater brand.” But can cater to anyone who likes the style and appreciates their fashion that’s more easy going, funky and artistic.

Mission – What we do every day to get there
Do business well and smart. With style and grace; no shortcuts. To continue to strengthen their brand and not do what other companies are doing. Vans is not Nike, Addidas or Puma. To allow creativity and for the people to be able to contribute to something; make a Vans shoe their own by giving consumers the option to customize. This gives people the flexibility to create what they want and not be dictated by what is only available in stores.

Values – What we believe in/our principles
Vans believes in collaboration with other artists, culture, pay respect and tribute to the past and history, yet be open and embrace the future generations to come. Vans is classic and perfects their craft, yet is always trying something new, taking risks and thinking “outside the box” in order to stay relevant and current in trends. I love that Vans always makes new colourways to their classic shoes but still teams up with artists and illustrators to create a really unique shoe with their original drawings and art.

Position – How we are different
Vans caters to a certain niche and a certain market. People who are professional athletes or love skateboarding, snowboarding, surfing and BMX riders. It also attracted the punk rock scene and kids who wanted a laid back style that doesn’t compromise style and performance. At the same time, Vans can be for anybody even if they don’t do these sports.

Positioning Statement – How we say we are different
Vans started off as a family run business and continues on those principles and values. They understand people and know how hard this business can be because they had their share of rough times already, especially in the competitive market. They filed for bankruptcy in 1983 and it took them 3 years to pay all their creditors back.

Character – How we act/our voice
Vans started as a family business, so just like a family, Vans should operate with tender, love, care and respect. Customers are not just customers; they should be guests. By the time someone leaves your store, they can even become your friend. A business won’t thrive without a good, trusting relationship. That starts from the owners, business partners, employees and vendors. How they treat each other will inevitably translate to how their relationships will be with their consumers.