FMACM

July 2020

Brand Promotion Video

Project Overview

This is a brand promotional video I made for a clothing company in China called FMACM during my vacation.

The whole film adopts 3D modeling to represent the five single letters of FMACM logo. The promo was used in the FMACM winter show.

Survey

I learned about the brand FMACM in 2016. The founder of this brand graduated from the same art school as me.His clothing design has a strong personal style, which I like very much.Personally, I often buy FMACM clothes.After contacting their founder, I decided to take a designer position at the company during the holidays. At that time, the season was winter, and my design task was to create a FMACM winter promotional video.

The purpose of the video is not to promote their specific clothes, but to be used at fashion shows or on e-commerce platforms. We can see that the main consumer group of FMACM is fashionable young people with some calm style.This requires that my design works should not be too grandiose, but also not too rigid.

Concept

The FMACM logo was an accidental idea of the company’s founder, who did not assign a specific meaning to the letters. FMACM is committed to the concept of output and cultural expression rooted in clothing design, the integration of subculture and artistic design thinking. FMACM pursues the spirit of independence and surrealism.

Before I started this project, I was confused for a while, because I could not show the specific product in the video, and at the same time, I had to achieve the purpose of publicity. While searching for information, I came up with the idea that the most memorable thing about some internationally renowned big clothing brands is their logo or iconic design items. However, FMACM is a young brand with a weak brand culture. FMACM also has no internationally acclaimed design pieces. So I decided to use the logo of FMACM for in-depth creation, so that consumers can remember the logo of FMACM first.

My idea is to give each of the five letters F, M, A, C, M a separate meaning. I think it is very good to use C4D 3D modeling software to produce such special effects, which can not only guarantee the uniqueness of the effect but also present the final visual effect in a very three-dimensional way. In addition, the pace of the video should be consistent with the style of FMACM, which is suitable for young people. So I chose a light but not overly grandiose music and editing rhythm to make this video.

Moodboard

That’s the kind of effect I want, but I’m doing video, so I need to make every letter move. And I wanted each letter to have a completely different character, like a dark style colliding with a bright and cheerful style. Because FMACM is a clothing company, not just for one type of personality. I hope that people of all personalities will be FMACM consumers.

Preliminary Test

Here’s an example: I had trouble making the special effect for the letter A. The balloon in C4D can not expand as the original preset algorithm, but the balloon will appear irregular explosion or burst phenomenon. After A few days of switching algorithms and setting up the display frame, I got the final result of a smooth letter A.

3D Scene Planning

Color Palette

As you can see, the colors in the video match the colors of most of Mucha’s artwork. In Mucha’s work, almost all colors are warm, with light yellow or brown as the dominant color. I adjusted the color of the video in such a way that the audience could not only appreciate Mucha from the specific content of the video, but also influence the viewing experience of the audience in ways that they did not notice. I wanted to immerse the audience unconsciously in Mucha’s world. At the same time, I also hope that people will like Mucha and his work after watching this video, because Mucha is one of my favorite artists.

Final Scenes