NY-based production and VFX shop Light of Day Motion Design Director Leo Nguyen cuts through the pet food clutter in the meticulously designed 1:30 Living Proof for Royal Canin out of DDB, NY. In precise and inspired animations, the branded film highlights the pet food purveyor's emphasis-obsession-on truth and facts in animal health nutrition. Nguyen shows that there's as much hype and as many trends in dog/cat food as there are surrounding human sustenance.
Click HERE to see Living Proof.
Nguyen was inspired by the brand's logo and clean, stylized new packaging. Says Nguyen, I took the circular elements from the logo, and broke them down to energetic atoms and molecules to capture something of an artful geometry. Royal Canin's messaging is very direct, so I honored that with minimal and elegant info graphics.
Living Proof visualizes that the company respects truth' over trends,' focusing on the scientific and observational studies behind their pet food. In a world that's yet to fully understand house pet opinion, science and hard facts are what's needed to keep our beloved animals healthy longer. Nguyen concisely delivers this message, inspired by the science, eschewing the overly sentimental messaging normally associated with pet products. His clean red, black and white designs make a complex concept clear as day.
About Light of Day
Founded in 2011, Light of Day is a New York-based VFX creative shop that crafts visually rich, photorealistic and stylized designs for commercials, branded content, feature films and interactive online media.
The experienced team of in-house animators and designers leverage their expertise across compositing, CG, motion graphics and online finishing to deliver top-tier imagery for a diverse range of clients. Led by founders Charles Nordeen and Colin Stackpole, Light of Day fuses its team of top industry talent with a superior seamless workflow to deliver compelling images through final finish.
Credits:
Client: Royal Canin
Title: Living Proof 1:30
Agency: DDB, NY
Executive Producer: Walter Brindak
Creative Director: Dan Young
Senior Designer: David Dilberto
Account Director: Sheena Demmon
Production/Post Company: Light of Day, NY
Motion Design Director/Creative Director/Lead Animator: Leo Nguyen
CG Director: James Collins
3D Artist: Michael Wharton
Senior Producer: Charles Self
Tools used: After Effects, Illustrator, Maya
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NY-based production and VFX shop Light of Day Motion Design Director Leo Nguyen cuts through the pet food clutter in the meticulously designed 1:30 Living Proof for Royal Canin out of DDB, NY. In precise and inspired animations, the branded film highlights the pet food purveyor's emphasis-obsession-on truth and facts in animal health nutrition. Nguyen shows that there's as much hype and as many trends in dog/cat food as there are surrounding human sustenance. 
