Out of 18 shortlisted entries from the UK, The Partners earned five, three of which were for our work for the London Symphony Orchestra. The Butcher The Baker and METI International are the other two brands on the shortlist.
Our brand for the London Symphony Orchestra marks a new chapter in the history of the LSO with the appointment of celebrated conductor, Sir Simon Rattle, who will take up his post as Music Director in September this year and bring a passionate vision to the LSO.
Starting with the live motion-capture of Sir Simon Rattle’s conducting movements to excerpts of Elgar’s Variations on an Original Theme, ‘Enigma’, we worked with the LSO, Vicon Systems and the teams at The University of Portsmouth School of Creative Technologies to capture the nuances of Sir Simon’s conducting motions at the Barbican.
We then worked with the digital artist, Tobias Gremmler, to transform the motion data into a series of animated films that bring the emotion of the music to the fore. For example, the entire ensemble of the orchestra at its full force is represented as an explosive vortex of wood, brass and strings. Whilst the stirring string section sees Sir Simon Rattle’s sweeping gestures rendered in wires reminiscent of the instruments themselves.
We have also been shortlisted for the identity work done for The Butcher The Baker, an artisan bakery and family-owned butchery in Scotland; and the brand for METI International, an international organisation dedicated to making contact with extra-terrestrial intelligence.
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