Grand Jete Hits Its Mark with New Film Branding

Hollywood, CA -Creative studio Grand Jet (www.grand-jete.com) explores the simplicity of form in their dynamic and luminescent theatrical brand package for RAtPac Entertainment.

The 14-second animation will represent RatPac Entertainment in front of the entire Warner Bros. film slater over the next three to four years and will introduce each of the companys own heaving hitting independent films as well (such as Russell Crowes directorial debut: The Water Diviner).

Howard Nourmand (Grand Jet s executive creative director, Emmy nominated motion graphic designer and frequent Oliver Stone & Lena Dunham collaborator) considers himself a contemporary artist, but his canvas is not one that people typically think of. Like all great works of art, inspiration for the opening sequence was drawn from a wide spectrum of visual references; imagery was sourced from books, films, and installation art. The concept of projected light and the way it was used was drawn from the work of Anthony McCall, and the early computer generated work done by the legendary designers Robert Abel and Richard Greenberg. The two monolithic shapes serve as metaphors to illustrate Brett Ratner and James Packer and what happens when two very different and dynamic pieces are put together. They tumble through the universe independently of one another, but when they align there is electricity.

Most audiences do not understand the vast amount of man-hours that go into creating those short iconic sequences that debut each of our favorite films. Nourmand gives us a sneak peek into the behind the scenes process that creates such recognizable art: This film sequences symbolizes and enormous merger...[and] everyone in the industry knew that Brett [Ratner] had sought out the best of the best to pitch against each other. The competition was intense and it added pressure but it was also very motivating. I didnt want to be punished every time I went to the movies and saw my failed attempt at something great.

The creation of this animation was a unique opportunity within the motion graphic industry to do something lasting on a worldwide stage. Ratner conducted an exhaustive search through all of the Nations best talent to find the right companies to brand his empire. Grand Jet s production began with the conception and presentation of over 25 different design directions (along with at least 5 other top companies). Nourmands team came out on top to create the final piece, which was inspired from the original logo by Chermayeff & Geismar & Haviv (Natgeo, Mobil, A/X, NBC).

The teams creative process involved practical film tests, countless pencil sketches, and miniature scale modeling. Their digital toolkit included Adobes Creative Suite, Autodesk Maya, The Foundrys Nuke, and GenArts Sapphire. Nourmand oversaw a team of 15 of the worlds leading motion graphic artists over a six-month period. The team worked tirelessly to perfect the project by mid-May, accumulating roughly 250 working hours for every second of animation that will be on the big screen. The final film sequence premiered in front of Tom Cruise and Emily Blunts summer blockbuster Edge of Tomorrow .

See the video at http://vimeo.com/97879646

LINK:	http://www.cgw.com/Press-Center/Web-Exclusives/2014/Grand-Jete-Hits-It...
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