The founder of the Russian investment company, Sferiq, had a very strong sense of the companyʼs future, and a visionary desire to nurture fast-moving businesses with a creative mindset, especially in technology, art and architecture. I set about galvanising the new brand in a 60-second film, bringing to life the proposition ʻbringing balance to the worldʼ, delivered through the creative platform ʻDynamic Equilibriumʼ. Many of Sferiq's clients are not native English speakers, so this film acts as a short, smart ambassador that can introduce the new brand to the world. The film offers a new way of approaching investment and it challenges perceptions that investing is ʻdryʼ.
Sferiq launched in the All-Star Awards 2013 investor conference in London. The new identity has already caused a stir online with the launch of SferiqTown, a creative settlement for artists and inventors.
Design and Execution
I set about designing and directing a set of striking, hypnotic, and mesmerizing stand-alone sequences that would work cumulatively and harmoniously when woven together. The overall visual dynamic is one of a circular motion of elements, creating a revolving colour spectrum that evolves over the 60-second life of the film.
The various elements intertwine in a smooth fluid crescendo, bringing the brandʼs message across in an exciting and uplifting way, but always with subtlety and sophistication. The visual realization of the brand manifesto is amplified by written captions and a bespoke music track.
While some sequences are vibrant and energetic, others are more serene, with a slower delivery and a more gentle temperament.
To facilitate this, I explored a number of materials that would have the most impact, both in their textual properties and their forms of movement and behaviour; some linger in suspension while others appear in shorter, sharper bursts. The elements I settled on were LED light trails, silks and paint. None of them has an ʻoutwardʼ or explosive motion; they are all about balance and rotation, supporting the ʻDynamic Equilibriumʼ creative platform. When pieced together, the sequences have a sense of constant forward motion to maintain the smooth sense of balance and fluidity.
Working with Asylum, I commissioned several models to be built, and these were put through several weeks of testing. Various individual materials were also tested for texture and viscosity. The film was created in live action sequences, on camera, supporting the brandʼs own belief in creative origination.
Crucially, throughout, the sequence has subtle suggestions of the brand logo without realizing the completed logo until the very end.
In association with: Interbrand