Movie and Art Direction for the production of Apex movie about the Sol Side Tables designed for ClassiCon. Managed together with Alex Ortega as part of our studio OrtegaGuijarro.
In these times we are living, where digital communication is becoming a must-to-have tool to connect with the audience due to the lack of physical interaction, we felt the necessity to be part of this new revolution. The name Apex has a direct relation with the last addition at ClassiCon collection, the Sol side table. It represents the highest point of the sun when having our feet down to hearth, the part of the day when the lights, shadows, and reflections are admired at
Aiming to create a short movie that has a direct impact on the audience, we decided to join forces with Robin Barners, a talented 3D artist based in London. We began analyzing the direction we wanted to take with the movie having all the same common goal: to highlight the qualities of the new Sol side table by ClassiCon. We developed a storyboard implementing several cinematographic resources to communicate and transmit different emotions and feelings to the viewers. We played with cold and warm frames together with long and fast frames to keep a dynamism during the film. We have used this resource to let the viewers discover the side table little by little, understanding the complexity of such a sculptural product.