Asian Paints & Post Office Studios present the colourful trends of our time

Post Office Studios conceptualised and produced five animated films to launch Asian Paints’ Colour Next series this year, which were released at country's most definitive design and home decor week, India Design ID.

Every year, Asian Paints launches an expertly researched and curated set of trends that reflect the aesthetics of our times, along with a carefully handpicked colour of the year; all of which they later translate into home décor ranges drawing inspiration from the same. The four diverse trends this year are Adulting, Enchanted, Harvest and F-lux, in addition to Asian Paints’ Colour of the Year for 2019: Awakening.

In order to best showcase these trends to the audience, the team at Post Office largely used 3D Motion Graphics to set tone to the visuals, seamlessly integrating the elements and thought process encapsulating these trends into a single narrative. Around 15 different artists with distinct creative styles worked on the films, all meticulously selected to match the visuals concerned. The creatives, too, were designed to complement and bring out the year-long research undertaken by Asian Paints, rather than override the same in any way. The videos are thus reflective of a unique collaboration between a pioneer in design, Asian Paints, and an upcoming new media technology company that is focussed on innovative storytelling- resulting in the creation of a set of 3D animated films that are rarely seen in commercial advertising space in India.

Watch the entire playlist here.

Aditya Tawde, Director of the film and Chief Creative Officer, Post Office Studios said, “When Asian Paints approached us with their Colour Next brief, we were very excited to work on the project, due to its immense creative potential and the free reign that Asian Paints gave us in terms of treatment, as long as it drew from their research. We immediately did a few brainstorming sessions and conceptualised 5 unique ideas to match each trend. We then spent sufficient time detailing the particulars; while the films had a similar undertone, they were given distinct tonalities and visuals, complemented by music and voice overs that did justice to the theme concerned. The biggest challenge for the team was to execute all the 5 videos in just a month, which was difficult both technically as well as creatively, if a certain standard needed to be achieved. Since commercial briefs in India are rarely this avant-garde creatively, we wanted to push the creative boundaries to the extent possible. We therefore collaborated with 12 artists based out of countries such as USA, Russia, Belgium, Poland, UK, Italy, Spain and Chile, who worked in sync with our talented team based in Mumbai.

We are particularly proud of the manner in which we approached the ‘Colour of the Year’ video, which was an amalgamation of grand visuals created by 9 artists from across the globe, all tied together by their colour, ‘Awakening’. Being able to showcase a number of unique creative perspectives on a single colour gave us the opportunity to truly showcase our skill sets, and we’re very glad that we were able to successfully execute the same.”

Credits:

Conceptualised and Produced by Post Office Studios

Director: Aditya Tawde

Creative Director: Harsh Sharma

Lead Producer: Aunnesha Sen

Associate Producer: Saloni Dukle

Editor: Aditya Tawde

Associate Editor: Akhtar Shaikh

Adulting:

3D Design and Animation: Harsh Sharma, Vaibhav Negi

Associate 3D Design and Animation: Shanel Moraes

Music Composer: Noazad Patel

Sound Mix and Design: Tommy Monterio

Sound Studio: Splice Studios

VO Artist: Anusha Mishra

VO Studio/ Engineer - Ridhi Raag Studios / Brandon Cooper

Storyboard Artist: Pankaj Gole

Harvest:

3D Design and Animation: Martin Salfity

Music Composer: Aditya Ashok

Sound Mix and Design: Aditya Ashok

VO Artist: Prerna Chawla

VO Studio/ Engineer: Ridhi Raag Studios / Brandon Cooper

Scriptwriter: Nandini Godara

Storyboard Artist: Omkar Sawant

F-lux:

3D Design and Animation, and Co-Director: Fabian Aerts

Music Composer: Aditya Ashok

Sound Mix and Design: Aditya Ashok

VO Artist: Kavea Chavali

VO Studio/ Engineer: Ridhi Raag Studios / Brandon Cooper

Storyboard Artist: Vivek Karandikar

Enchanted:

2D Illustrator: Ewa Geruzel

2D Animators: Pratik Satam, Neekhil Dighe

Sound Mix and Design: Tommy Monterio

Sound Studio: Splice Studios

VO Artist: Prerna Chawla

VO Studio/ Engineer: Ridhi Raag Studios / Brandon Cooper

Scriptwriter: Nandini Godara

Storyboard Artist: Vivek Karandikar

Colour of the Year:

3D Design and Animation: Iain Chudleigh, Gabor Ekes, Vincenzo Memeo, Marcel HB, Vladimir Arisov, Dave Stewart, Felipe Goldsack, Nachei Sanchez, MES

Music Composer: Naozad Patel

Sound Mix and Design: Tommy Monterio

VO Artist: Aditi Thirani

VO Studio/ Engineer: Ridhi Raag Studios / Brandon Cooper

Scriptwriter: Nandini Godara