As NFL star Marshawn Lynch rumbles through green turf wearing the latest product from Training Mask, the earth started to shake and tumble below him. This coming alive of the turf was thanks to a bit of 3D animation, the brainchild of design studio Already Been Chewed (ABC). But this embracing of digital artistry wasn’t always the case.
Now, working with brands like Nike, Under Armour, Dew Tour and Vans, ABC has embraced the use of fully animated 3D design to create all-encompassing brand assets that feature the most digitally trending designs. No longer is understanding the ins and outs of Photoshop and Illustrator enough, says ABC creative director Barton Damer, who launched the firm seven years ago. Now, operating as a full design, motion graphics and 3D animation studio, Damer gets to ply his trade in the world of sports, fashion and movies, keeping him entrenched in pop culture.
Whether working with Training Mask on the Lynch spot or with Under Armour on a recent release of the new Steph Curry signature sneaker, Damer combines his 20 years of design experience with the latest in technology. “We are able to think through the entire process with the client so we are not just a 3D animation studio,” he says. “We can design logos and build their brands for them from the bottom up.”
It wasn’t always that way. Coming from a print background, Damer knew he needed to shift into the digital world. But turning into a web developer wasn’t his deal. He did, however, find that he liked animation, but that the transition into a more digital-friendly design studio required more depth. So Damer added the Maxon Cinema 4D software to his repertoire, using motion graphics to provide a new range of abilities popular in pop culture and allowing him to transition to a digital artist.
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A longtime skateboarder himself, Damer says the opportunity to work in the sports world excites him and keeps him connected to the latest trends in pop culture, from his personal interest in the Dew Tour to in-game experience videos for the Dallas Mavericks. And while the technology makes it so he can deliver the most cutting-edge designs, it’s often the technology that gets in the way. “Render times and computer power are always the issues in this industry,” he says. There remains a constant battle of wanting to create one way, but knowing it could take up to 10 hours to render before you find out if your solution actually worked. “We are always battling with deadlines, render time and finding solutions,” he says.
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Source: How Design