C30 launch site - piece by piece

380 short films with alpha included, an animated backdrop consisting of both photos and 3D buildings, and a combination of filmed and digital humans in the foreground. This was what edithouse had to deliver to Euro RSCG 4D in order for the new C30 site to be launched.

“The demand for web-related film has increased over the last 6-8 months,” says Niclas Bergman at edithouse.” We have been keeping close focus on just how film is used on the internet over the last 2 years and it just keeps growing - the lines are beginning to blur and film is now becoming an integral part of the whole, just like here. ”

Under the slogan “More to Life” the idea was that you as a visitor of the new site would be able to write short messages to other visitors, which then were deployed as a physical text by the people in the square. Everything would appear with a “Stop-motion”-like effect. It was a unusual idea and provided fresh challenges since it all ultimately had to be compiled in flash. After many meetings and sketches regarding how it should all be technically solved, it stod clear that edithouse would have to deliver a very comprehensive list of sequences.

“Euro RSCG 4D had a pretty clear picture of how they wanted the square to look and feel,” says Andreas Jonasson, who was responsible for the digital background. “Originally the idea was that we would use an actual square but it ended up with us creating it digitally, completely from scratch. The advantage of this was that we could control the light, the people and the environment. The biggest challenge was in creating a pleasant lighting, that still felt realistic. It should be late afternoon but without giving the impression of being dark or dim. We wanted the square, the people and the ambiance to give you a sense of festivities, and I think we succeeded with that.”