Elegance, at its essence, has always valued simplicity and minimalism, preferring fewer elements presented brilliantly and beautifully vs many many elements presented in an overbearing manner. Our visual language, storytelling cues, and narrative style, is greatly influenced by elegance and minimalism. This is also reflected in the design of the Galaxy FIT.
Very high and advanced technology tends to be presented in a distant and detached way. We need to avoid this. As such, the functionality and lifestyle features of the FIT and the way we present them in the stories around its use can allow us not just to present the product with a compelling visual language, but one that is perfectly integrated to the life of our hero character, and as such feels both advanced and approachable.
The goal is to present the Galaxy fit as a high end product, highly technological device, but one that is easily integrated into your life.
Another important aspect of the film is the seamless transitions between our lifestyle vignettes, and the highlights of the features of the Galaxy FIT. As we frame and later edit the stories, we will plan our transitions, and image segues as a visual representation of the shape of the product. We are basically mimicking the easy shape and light flow of the FIT and using it as an inspiration to frame the everyday situations we will showcase.
I have said many times that the average viewer is already used to a lot of CG, because of this, I always try to go in a route that instead allow us to remove their cynicism and mesmerize them by showcasing, as much as possible on camera, the beauty of the product, its features, its design language. By this I mean CG as an augmentation or solver and not the main source of material. This, using “practical” fx, also helps the transitions into real life, our hero’s stories/vignettes, which present the life of our female character, feel less detached from the product sequences.
In the following pages I will present some ideas and visual examples of the route I propose for this project.