Full filmOpen full film on Vimeo
Brand promotion video
FMACM
A commercial 3D brand system where five letters become spatial forms for fashion-show and digital motion.
Work notes
Public copy is edited from the preserved original project page and its media record.
A brand-promotion film built from five letterforms, each developed as a distinct 3D motion study.
Context
The project develops the FMACM logo as the central visual material for a fashion-brand promotion film.
Approach
The five FMACM letters become a visual system, with 3D modeling used to give the logo a spatial and rhythmic presence.
Output
A brand promotion video positioned for fashion-show and digital promotion contexts.
Film
Reference images remain in their original research context and are not presented as Ben Ma's authored artwork.
FMACM
July 2020
Brand Promotion Video
Original 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
Source credit unavailable in the archived page
I first encountered FMACM in 2016 and was drawn to the founder's distinctive design language. After contacting the brand, I joined the team as a designer during a holiday period and was asked to develop a winter promotional film.
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.
Because the film could not rely on a specific garment, I focused on the logo as the most consistent brand element and used it as the basis for the motion system.
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
Source credit unavailable in the archived page
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
The letter A required several tests because the balloon simulation expanded unevenly and often burst. After adjusting the simulation settings and frame timing over several days, I achieved a smooth inflation effect.
3D scene planning
Color palette
The palette combines deep neutrals with sharp, luminous accents to reflect FMACM's restrained but experimental identity. Each letter uses a distinct color treatment, helping the five motion studies feel individual while remaining part of one brand system.
Final scenes
