Mandatum Trader
—Self-made wealth
Brief
I was commissioned to introduce the new Trader GO and ONE mobile applications for Mandatum. Expand their style of sublime grandeur and dark toned mood and apply the material in a multi-channel concept.
Creative
Approach
The key idea behind the concept was to portray the audience as the builders of their own wealth. This was accomplished by showing key messages and mobile application as a set of miniature model parts.
Modularity
The concept included the usual multi-channel distribution, with each product being published in relevant channels with different copy texts and aspect ratios. A keyvisual image was also created for the client and the agency.
For channel versions, the main challenge was not the different aspect ratios, but rather how to ensure that overlaid typography would work in each version. We ended up defining designated areas where text could be placed and the composition would hold nicely in all aspect ratios.
Early on it was apparent that the animations for each product shared many similarities. This allowed for creating just a few source 3D animations which where customised in compositing.
Process
The agency approached me with a rough sketch of a miniature model frame, with key words scattered inside the frame. The goal was to recreate a similar frame, but imply a more exceptional and metallic quality. We would then vignette the details, key messages and the mobile application with smooth camera dollies and pans.
Production continued to asset creation, layout and camera work. Quick animatics helped to define each shot and it was effortless to make fast adjustments. Before committing to final rendering, the ability to preview simple materials, reflectivity, lighting and depth of field in fast viewport renders proved invaluable.
3D detailing benefitted from procedural methods. The whole frame was controlled via a simple spline rig and all the meshing, welding details, subtle inclinations and VDB smoothing updated automatically.
A lot of control was allocated into compositing. Whole elements like the app inside the phones screen and the entire background were done in comp. The project was more or less a typographic piece, but I opted to render all the texts in 3D, just to get the stamped metal feel right. Some parts required re-rendering because of last minute changes, but these were quick to redo.