As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment.
In partnership with Re, FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used by Optus on screens across retail, online, DOOH and TV.
FutureDeluxe Sydney creative director Adrian Lawrence said: “The abstract design of each ident is inspired by the nostalgic moods and sensations of Australian life, from the cool breeze which soothes us on a hot summer’s day to that calming feeling of standing in shallow waters at the beach. There’s a poetry to the spaces of Australia that we wanted to capture in these short idents.”
Re Sydney executive creative director Andy Thomas said: “It’s been incredibly gratifying to take the Optus ‘Yes’ brand mark into a new and thought-provoking direction. It’s a great privilege and opportunity to be afforded by Optus. The work is striking and playfully brings to life the vision of the brand – to enhance the everyday.”
Optus Director creative and communications strategy Michael Sinclair said: “We’ve been on quite the journey with Re to evolve the personality and presence of the Optus brand. As we started pulling the final pieces together, we saw an opportunity to really push some of our key ideas through more sophisticated motion design. It’s fair to say working with FutureDeluxe has been a bit of a revelation for all of us. They’re known for both their experimentation and exacting standards, and it’s been a genuine pleasure to watch them push, pull and ultimately transcend our brief.”
As part of this project, FutureDeluxe defined a set of motion principles for Optus so that more idents can be produced in future within the same visual system.
In 2019 FutureDeluxe worked on a similar project for BBC2, defining the design system for an ‘infinite number’ of idents to be created by various different artists and studios across the world, a project which went on to win a number of design awards.
FutureDeluxe opened their Sydney studio last year and since opening have been building a small local team to deliver motion design and 3D animation work for clients including Converse, Rimowa and Optus.
Frameplay today announced its first global integration with Magnite to provide advertisers with the ability to buy intrinsic in-game advertising programmatically. The combination of Frameplay’s software developed for in-game advertising and Magnite’s scale and experience in programmatic technology across any format and screen provides advertisers with greater access to engaged audiences. Current RTB programmatic capabilities […]
Advertising spend on e-commerce platforms is set to rise sharply this year despite the global recession, reaching a total of $US58.5bn ($83bn). Advertising investment across e-commerce sites such as Amazon, Tmall and Rakuten, omnichannel retailers such as Walmart and Carrefour, and social commerce on platforms such as Pinduoduo and TikTok is set to increase 18.3 […]
Online insurance comparison website, Compare the Market Australia has appointed Emma Alberici as Chief Strategy, Government Relations and Communications Officer. Previously, Alberici was chief economics correspondent at the ABC, one of many senior positions she held during her 18 years with the organisation. Before this, she was a senior journalist at the Nine Network, where […]
VA Media has announced the launch of new YouTube content ID service for producers, production companies and film & television distributors. VA Media owns and manages some of the world’s largest movie and TV-based YouTube channels, including Movie Central– which boasts an impressive 20M views monthly. The newly announced fee-based service is designed to enable […]