FedUP Studio Lab – in collaboration with Michele Tozzi – is proud to present our second ident – a hand-drawn, modular study of our FedUP logo as a playful mechanical contraption. Taking a modular approach to animation means less waste, more efficiency, and the opportunity to experiment with new and unique styles.
The ident develops around the idea of a mechanical flower growing from its seed, leaves and petals made up of solid shapes in motion, ending up in a burst of light that morphs into the FedUP logo – a kind of biomechanical engineering, a cross between nature and machine.
Ascari is a queer non-binary artist from Italy: composer, pianist, singer and sound designer. They have a Master Degree in Film Music Composition from Italy and have worked worldwide as a freelance soundtrack composer for film, advertising and videogames. Their composition language mixes classical and electronical music with cinematic minimalism.
Audio portfolio available here: https://soundcloud.com/marta-ascari
We outlined our core values to Michele and decided to develop an animation around the concept of modularity. Michele shares FedUp’s values as a studio and is extremely eccentric. This is exactly what was needed to push boundaries and aim for the unexpected. Just look at his website!
Michele is an amazing animator. The FedUP team have been working with him for the last 15 years – before FedUP was established – and totally trust him. However, the main challenge was to ensure his free style animation was fully aligned with our brand and core values.
The fine line between giving strong directions and avoiding micromanaging.
We made sure to get a water tight brief and developed the concept together to ensure the ident was fully on brand.
Michele focused on the storyboards and traditional 2D animation. The FedUP team took care of the post-production adding a light, clean background, chromatic aberrations and optical flares.
ASCARI provided the wonderful sound effects.
2D Animation / After Fx
The illusion of movement is created when individual drawings are sequenced together over time. One second of time is usually divided into 24 frames. Depending on the style of animation there can be as many as 24 unique drawings in one second of animation – 24 frames per second (fps) – or as little as two. Conventional animation is done on ‘2s’, meaning there is a drawing every 2 frames (i.e., 12 fps). This enables artists to save on production time/costs and gives 2D animation its unique look.
Adobe Animate / Adobe After Effects
We are really pleased with the result, we let Michele go wild and he didn’t let us down. The ident is surreal and it brilliantly conveys the concept of modularity.
STORY MATTERS – we love technical jargon and learning new techniques, but we strongly believe that the story should always come first!
MOTION ACTIVISTS – we work with people that share our values.
2D Animation: Michele Tozzi
VFX: FedUP Studio Lab
Sound Design: ASCARI