EXPERENTIAL DESIGN
My service is multifaceted. I assist with the pitching stage of a project by developing the event's theme visually. This begins with sketching ideas alongside the studio's creatives and conducting research to structure the visual argument. Later, I turn some of the approved ideas into photorealistic illustrations using AI. Generative video can come later for walkthroughs or for videos of people experiencing the event firsthand.
The Toast of Three Cities
"The Toast of Three Cities" Beefeater Spec Activation.
THE PROCESS
Creation of elements for the event is crucial. Each part must be designed separately so it becomes easy to re-prompt in case of client changes.
THE PLACE
Proper referencing is key to anchoring the generative model in place. Ideally, photography of the place at the hour and season in which it will happen.
THE ELEMENTS
Each element in the equation must be sought independently. Then, before placing it into the space, it has to exist on its own. The negative space inside the sets is essential to allow several people to move and understand its flow capacity.
THE CHARACTERS
Characters should feel like normal people, never drawing too much attention to themselves since the event is the protagonist. Sometimes this rule should be broken for a special host or a spectacle-oriented activation.
THE INTEGRATION
All the elements have to be brought together in harmony to create the illusion of existing there. The best way to do it is through a 3D mockup to guide the camera parallax.
THE EXPERIENCE
Events can be "described" as something seen from above. Yet it is much richer to dare simulating what we're going to feel once inside. This is new territory that has become reachable with AI video models. It is deeply rewarding to portray that experience.
LEGACY ART
I have been creating painterly activation illustrations over the years. With 3D and AI, this art is disappearing because it is faster elsewhere. Nevertheless, for those who prefer painterly results, I still offer the service and deliver it with joy.
Gad Weil & Alexandra Castaing, Place Grand Public et Il était une voie... Activations Projects
We are Family London. Activation Projects