Milan based digital agency 150UP was asked to conceive and design a 3D video casting Pedrali’s four new products, called “Poetry of Elements”.
A breath of fresh air arrived into 150UP‘s office with the debut of Pedrali at Orgatec 2018, the international trade about office furniture, that this year was focused on “a new vision of work”. But how to announce it in a proper way? With a 3D animation casting Pedrali’s four new products. And where? In a flexible working space. A dynamic office explored, frame after frame, by a blank sheet of paper – the leitmotif of the entire exhibition while transcending into a communicative and architectural element.
Following the piece of paper, the 3D animation shows the four product Boxie, Temps, Ypsilon, Elinor as
elements that will characterize and implement contemporary and multipurpose spaces: modern conference spaces, meeting rooms, co-working spaces, lounge, and waiting areas. Starting with the concept of an office that works for you, the CG artists have modeled the sceneries and created an innovative universe, showed through an evolving perspective that responds to the constant need for change.
The result was a video campaign where Pedrali’s new creations – Boxie, Temps, Ypsilon, Elinor – are modeled in 3D and presented in a world premiere at Orgatec 2018.
Stefano Di Primio, 3D Artist commented,
As a product and interior designer, it was a great experience! The theme was to build the scenario for the products of a company that brings the sign of the most important contemporary product designers.
In my opinion, the matching of product design and the 3D motion graphic can give to the
furniture world a new way to communicate the real functional and aesthetic value of these.
Alessandro Zilli, Motion Designer also commented,
This project represents for me a milestone in my professional career. Moving objects in a 3D environment pushed me to explore new ways of thinking about the animation itself and the principles behind it. The real challenge was to convey with the same power (but with different tools), what I could already do in a bi-dimensional space, eventually I am very pleased with the outcome, and I’m craving for the next project!
150UP is constantly on the move between new technologies and art direction, content creation and graphic design, corporate identity and personal projects.