ASIAN PAINTS - COLOUR NEXT 2020
Post Office Studios yet again partnered up with Asian Paints to conceptualize and produce five animated films for their campaign ‘Colour Next 2020’
Every year, Asian Paints brings together the best of design and research principles to curate trends of the year, that reflect the aesthetic of that time. These trends are later translated into home decor themes for the upcoming year. The four diverse trends this year are Sonic, Potent, Blend and Mystique, in addition to Asian Paints’ Colour of the Year for 2020, Curiosity.
We analyzed the studies conducted by the brand to arrive at each theme that could justify the design trends. The process involved frequent moodboarding and discussions with the research and design teams. Once the themes were finalized, the next step was the creation of these films that could elevate the concepts visually and bring life to it.
We have always believed in the power of creative collaboration. Keeping this in mind, we connected with over 100 artists across the world, specializing in sectors such as 3D and 2D motion design, music composition and animation, to create this film series. The idea was to use different mediums and creative styles to represent each colour theme.
The final production team comprised 22 artists from the UK, Spain, USA, Sweden and India.
COLOUR OF THE YEAR
Every year, Colournext identifies one colour that captures the essence of the time as “Colour of the Year”. This year’s ‘Colour of the Year’ is “Curiosity” - a modern, clear shade of blue brimming with energy and inspired by azurite the copper mineral ore. It energizes us with an optimism to persist with our focussed pursuits, and be the best version of ourselves. Curiosity lets us experiment, be undeterred by failure, and brings us closer to the answers we seek.
VISUAL FRAMES
POTENT
Potent is an essence that offers an amplified experience, a powerhouse packed with intensity like a nucleus. Rooted in knowledge, Potent represents a shift in our preference to partake in fewer but more concentrated experiences.
VISUAL FRAMES
BLEND
Blend is a new pursuit of creativity, where disparate fields merge to create non-vanilla experiences and the sum is always greater than its parts. Led by the outliers, Blend challenges the ideas of form, function, perception and bias that once restricted creativity.
VISUAL FRAMES
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MYSTIQUE
Mystique transfixes you in a magical, meditative gaze with a colour palette made of the elemental colours of wood, earth, fire, sky, and water. Stark colours like bright orange, blood red, midnight blue and black, draw you in; while earthy shades of light and dark brown soothe the eyes.
VISUAL FRAMES
SONIC
Sonic explores how we engage with sound to expand our potential and explore the unseen dimensions of our mind. While our urban environment pushes us to the limit of our hyper-engaged state, we humans still yearn to grow further – acquire new knowledge, build new capabilities, explore new frontiers.
VISUAL FRAMES
CREDITS
Post Office Studios Film
In Association with Asian Paints
Colour Of The Year 2020
Director: Harsh Sharma
Creative Director: Aditya Tawde, Nisha Vasudevan
Executive Producer: Prachi Vasant
Creative Producer: Kanchan Parikh
Producer: Hitarth Solanki
Associate Producer: Beulah D'costa
3D Design/Animation: Andreas Wannerstedt, Appa Chandra, Vaibhav Negi, Harsh Sharma
2D Design: Joydeep Chowdhury, Pankaj Gole
2D Animation: Ameen Shahid, Harsh Sharma, Neekhil Dighe
Editor: Akhtar Shaikh
Sound Composer: Rahul Pais
VO Artist: Neha Tandon
Sound Mix and Mastering: Amit Gupta
Sound Studios: Mothership Productions
Sonic
Director: Aditya Tawde
Creative Director: Harsh Sharma, Nisha Vasudevan
Executive Producer: Prachi Vasant
Creative Producer: Kanchan Parikh
Producer: Hitarth Solanki
Associate Producer: Beulah D'costa
3D Design/Animation: Vaibhav Negi, Stefan Kang, Grace Reaves, Jose Gallardo, lian Chudliegh
Editor: Akhtar Shaikh
Sound Composer: Shezaan Shaikh
Sound Mix and Mastering: Amit Gupta
Sound Studio: Mothership Productionsx and Mastering: Amit GuptSound Studios: Mothership Productions
Potent
Director: Aditya Tawde
Creative Director: Harsh Sharma, Nisha Vasudevan
Executive Producer: Prachi Vasant
Creative Producer: Kanchan Parikh
Producer: Hitarth Solanki
Associate Producer: Beulah D'costa
3D Design/Animation: Nikita Shestakov, Vaibhav Negi, Gabriel Morala, Appa Chandra
Editor: Akhtar Shaikh
Sound Composer: Dhawal Tandon
Sound Mix and Mastering: Carl Nazareth
Sound Studio: TuneInn Studiox and Mastering: Amit GuptSound Studios: Mothership Productions
Mystique
Director: Kunal Prabhu
Creative Director: Aditya Tawde, Nisha Vasudevan
Executive Producer: Prachi Vasant
Creative Producer: Kanchan Parikh
Producer: Hitarth Solanki
Associate Producer: Beulah D'costa
Lead Designer: Adarsh Panicker
2D Design: Riffat Aga, Shiyamek Dasgupta, Pankaj Gole, Hesaka Sumi
Lead Animation: Vibha Lad
2D Animation: Shiyamek Dasgupta, Saurabh Vashistha, Harsh Sharma, Neekhil Dighe, Gaurav Jhamb
Editor: Akhtar Shaikh
Sound Composer: Dhawal Tandon
Sound Mix and Mastering: Carl Nazareth
Sound Studio: TuneInn Studiox and Mastering: Amit GuptSound Studios: Mothership Productions
Blend
Director: Aditya Tawde
Associate Director: Martin Salfity
Creative Director: Harsh Sharma, Nisha Vasudevan
Executive Producer: Prachi Vasant
Creative Producer: Kanchan Parikh
Producer: Hitarth Solanki
Associate Producer: Beulah D'costa
3D Design/Animation: Martin Salfity
Editor: Akhtar Shaikh
Sound Composer: Nico
Sound Mix and Mastering: Amit Gupta
Sound Studio: Mothership Productionsx and Mastering: Amit GuptSound Studios: Mothership Productions