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Jamtland Campaign Visualizations by Tom Lindén |
Home > Winners > Design #147285 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
TL: The main principle behind our design was to effectively communicate the client's brand values, which are deeply rooted in their connection to the region of Jamtland. Our inspiration came from the diverse biomes and flora found in the region, which we used as the basis for our floating compositions.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
TL: Our main focus in designing this work was to create captivating and accurate visual representations of the diverse biomes and flora from the region. We aimed to showcase the client's products as the focal point within these natural settings, emphasizing the brand's commitment to sustainability and its connection to the environment. By incorporating the client's brand colors as backdrops and using procedural 3D modelling and rendering techniques, we sought to achieve a harmonious balance between the natural elements and the products, ultimately creating visually appealing and meaningful campaign visualizations.
FS: What are your future plans for this award winning design?
TL: The future plans for these designs are now in the hands of the brand, as our part of the job is complete. We created these visualizations for the brand's launch of their new branding and package design. We are confident that our work will enhance their marketing efforts and effectively showcase their connection to the Jamtland region and nature.
FS: How long did it take you to design this particular concept?
TL: It took us just a bit over a month to design this particular concept. The time spent on the project allowed us to conduct extensive research, create a moodboard, model the plants and products, and render the final images.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
TL: We designed this particular concept because the client approached us with a desire to communicate their brand's close connection to the region of Jamtland and its natural surroundings. This design was commissioned and we proposed using a design language that incorporates floating compositions featuring the diverse biomes and flora of the region, with each product as the focal point.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
TL: The design we created has been produced for the specific client who commissioned the project, and they have the rights to use it for their branding and promotional purposes.
FS: What made you design this particular type of work?
TL: Designing this particular type of work was inspired by the ideas I already had about creating realistic yet surreal floating nature compositions. When the brand approached us to create campaign material that would reflect their connection to nature, I realized that this concept would be a perfect fit.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
TL: This project was a collaboration between myself and Vita Li. Both of us brought our unique perspectives, skills, and creative ideas to the table, which played a significant role in shaping the final outcome.
FS: What sets this design apart from other similar or resembling concepts?
TL: Perhaps that the flora for each design represent a local microbiome of the region and aren't just selected at random.
FS: How did you come up with the name for this design? What does it mean?
TL: Jamtland, or Jämtland as it's actually spelled is the Swedish region where the brand comes from so it felt like a fitting name.
FS: Which design tools did you use when you were working on this project?
TL: In this project, we employed Houdini as our primary 3D software to model the diverse plants using procedural methods, enabling us to create multiple variations of each plant and arrange the scenes effectively. We also used Moi3D for product modeling and leveraged Octane Renderer to produce the final images in a high-resolution format.
FS: What is the most unique aspect of your design?
TL: The most unique aspect of our design is the combination of realistic, yet surreal floating nature compositions, which capture the essence of the local flora and biomes while showcasing the client's products as the focal point.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
TL: For this design, I collaborated with Vita Li, and we both worked on the project together. We are both generalists, which means we have a wide range of skills and abilities that we brought to the table and aren't specialized in a certain technique or software.
FS: What is the role of technology in this particular design?
TL: Technology played a vital role in this particular design. The entire project was created digitally using the previously mentioned software tools, which enabled us to achieve the desired level of detail, realism, and visual impact.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
TL: We conducted extensive research on the local flora and biomes of the Jamtland region in Sweden. By utilizing various online resources, including websites run by biologists in Sweden, we compiled a thorough collection of data and documentation. This information was organized and incorporated into a moodboard, which served as the foundation for our design. This research helped us accurately depict the plant species and create an authentic representation of the region's natural beauty.
FS: What are some of the challenges you faced during the design/realization of your concept?
TL: Some of the challenges we faced during the design and realization of our concept included accurately summarizing the local flora biome and its distinct look within small compositions. Additionally, creating floating arrangements with the compositions was challenging, particularly when incorporating water elements that needed to be anchored to the ground while still appearing to float. Furthermore, including the brand's six colors as backgrounds added another layer of complexity to the project, requiring careful consideration to ensure the final images were visually appealing and aligned with the brand's identity.
FS: How did you decide to submit your design to an international design competition?
TL: We thought about submitting something to the competition a while back. At the end of the year, we revisited the idea and went through our various projects to determine which design would best represent our capabilities and creativity. After some deliberation, we chose this design as we felt it showcased our skills and had the potential to stand out among other entries in the competition.
FS: What did you learn or how did you improve yourself during the designing of this work?
TL: During the design process of this work, I improved my skills and knowledge in procedural modeling using Houdini. This has proven to be very useful, as it has allowed me to create more complex models for future projects.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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