Australian design conference, Analogue/Digital, recently asked us to create a short video they could show throughout the day during their event. As usual, we started by experimenting. First, I made a short video with someone answering a phone in French while a large, wooden MailChimp logo appeared out of thin air. It was pretty loose, and partially inspired by the delightful French new wave cinema of the 1960s. It didn’t quite hit the mark, but it got us thinking—and iterating.
I wanted to go bigger. A high-frame-rate video to capture super slow motion. Paint splashes. Interesting colors flying all over our wooden logo. But how could we achieve something grand, with a quick turnaround, and a modest budget? Something that could be simple in execution, yet effective and unique?
Mattiel and I started by researching different uses of paint. We realized that when paint drips slowly, it’s captivating. Not so long ago, we painted props for another video. We tried pouring the leftover paint on a flat surface we cut from foamcore. The first iteration showed potential, so we kept moving.
We had one of MailChimp’s UX developers, Jason, print a few 3D logos. Then, we adapted our foamcore platform to allow for a slow, steady paint waterfall. After a few attempts (feeling out the amount, the timing, the colors), we had something we were stoked about. We hit “record” and let the good times flow. To round out the video experience, we added a soundtrack by my band, Sealions.
We hit “record” and let the good times flow.
As a bonus, a few weeks later, we printed out a still photo for our front desk, and then a couple billboards that are up near the office. The feedback’s been great. And hey, maybe we’ll get to that French new wave homage next time.