Accenture

Intelligence Market

Accenture

Intelligence Market

We created a multi-platform integrated campaign to introduce and support tech for enterprise-level corporations. This exercise began as a branding and iconography project then extended into video and web. Unhappy with an introductory video they developed internally, Accenture approached us in part to figure out where it went sideways, why it wasn’t connecting, and what it was missing. We dug in, analyzed it, and realized that to solve the problem, they would need to step back and lay some groundwork that was bypassed initially.

Accenture then tasked us with executing our plan of attack.

Part of the task included a supporting website that would act as a gateway for the services as well as a resource to explore and get more information on their AI-driven applications. We worked with our sister company, CRRNT, to create a familial and consistent brand experience for the entire Accenture Intelligence Market suite of tools.

Corporate | 3D | Animation | Simulations | Editorial | Color Correction

Let’s make a better building!

Director: Bobby Hougham
ECD: Bobby Hougham
CD: Eric Edwards
Editorial: Chris Ophoven
Design: Ann Kruetzkamp, Vince Diga, Mo Ghayour, Eric Edwards
Modelling: Adam Rosenzweig, Andrew Butterworth
Animation: Adam Rosenzweig, Andrew Butterworth, Eric Edwards, Ben Strickland, Bryce Stines
Simulations: Eddy Adams, Marcus Kulik, Bryce Stines
Compositing: Marcus Kulik, Ben Strickland
Color: Eric Edwards, Marcus Kulik
Producers: Steiner Kierce, SB Wood
EP: Sevrin Daniels

Sound Design/Foley/Mix: John Buroker (HEARby)

Client: Accenture

ECD: Rachelle Webb

Director: Bobby Hougham
ECD: Bobby Hougham
CD: Eric Edwards
Editorial: Chris Ophoven
Design: Ann Kruetzkamp, Vince Diga, Mo Ghayour, Eric Edwards
Modelling: Adam Rosenzweig, Andrew Butterworth
Animation: Adam Rosenzweig, Andrew Butterworth, Eric Edwards, Ben Strickland, Bryce Stines
Simulations: Eddy Adams, Marcus Kulik, Bryce Stines
Compositing: Marcus Kulik, Ben Strickland
Color: Eric Edwards, Marcus Kulik
Producers: Steiner Kierce, SB Wood
EP: Sevrin Daniels

Sound Design/Foley/Mix: John Buroker (HEARby)

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Client: Accenture

ECD: Rachelle Webb

The Process

The Process

There are a surprising amount of steps required to build a VFX laden, CGI video like this. For example, we worked on the solution for the Accenture Intelligence Market for approximately 9 months. Here’s how it was done.

Branding and Logic flow

One of the issues we found in the original video was a seemingly random iconography set for their various tools and their functions. As this was an infographic video clothed as an introduction for a new set of sophisticated applications, it demanded not only consistent and logical iconography but a coherent and clean logic flow in the storyline.

The product leans heavily into future thinking with AI learning and its perspective on business planning. As such, the branding needed to support that positioning. Simultaneously, Accenture wanted the graphical language on the conceptual side, less literal to aid in product and philosophy differentiation from their competitors.

The target audience tends to be highly educated and intelligent. Therefore, we spoke up to the audience by developing iconography to describe the functions of each tool in the kit without being literal, or uncomfortably on the nose.

Our goal was to keep the message at the 32,000-foot level as the feature set was still under development, and the intent was a simple introductory video. This proved difficult at times as, for example, as we kept weaving between too much information and not enough while trying to find the perfect balance.

Part of the issue with the original video was a lack of clarity or apparent logic flow. Therefore, we worked with Accenture to figure out exactly how the Intelligence Market apps were intended to work together. Then we built a data flow infographic we referred to throughout our story development process. From scripting through shot planning, we would check against our infographic as a bible to make sure we were always accurate and on message.

Styleframes

Styleframes

We developed several different looks for the Accenture Intelligence Market, ranging from extraordinarily abstract and conceptual to infographic driven and literal. Initially, it was requested that we stick within the overarching Accenture brand colors of black white and red. We typically show a range of solutions from precisely what the client is asking for through to something really adventurous. In order to make it into the presentation, we challenge each idea to make sure it hits all the requests and requirements first even if it is approaching it from an unexpected quarter. As such, the “wilder” ideas need to move the needle for the client, without letting their fears drive the creative.

The Accenture Intelligence Market is a glimpse of the future, it is visionary, and accordingly, we felt an option that should be shown was not only unfamiliar to anything the client had seen while also telling the story in a futuristic setting.

Happily, Accenture was along for the ride and excited to be there!

Production

Production

World Inspiration

The world we developed for the Accenture Intelligence Market was one of the future, of discovery and needed to show evolution and construction without being mired in the practicalities of actual construction. For example, no jackhammers or hardhats allowed. This was one of several mood boards developed that helped inspire the final look.

Building style reference

When designing the city of the future, Director/CD Bobby Hougham created a list of rules that defined the technology of that setting. For instance, building materials would be ultra light-weight and incredibly strong and flexible, which gave us the ability to make buildings that were several hundred stories tall as well as crafted with organic shapes. Bobby wanted a Star Trekkian future where technology was friendly, approachable, and useful. So he worked with the modeling team to create buildings that, while tall, were inviting rather than imposing. The monolithic brutalism found in Blade Runner while beautiful, describes a different future than that of the Accenture Intelligence Market.

Building structure reference

To watch this city build and build without evidence of construction, we developed a futuristic system of development where the “architect” would visualize their building through the use of AR. After that, the skeleton structure of the building goes up, followed by the exterior “skin” and finished with lighting. Bobby visualized this as a telescoping umbrella sort of action, utilizing step and repeat animation techniques, extending and unfolding of materials, subsequently leaving the final structure.

Look at the clouds!

The foggy environment created opportunities to reveal buildings and typography while providing discovery in storytelling. It, in addition, gave us the ability to reduce the amount of landscape, simplifying 3D world-building. However, clouds are not simple things to produce realistically. Simulations created particle clusters that were then modified and fine-tuned until we had a series of clouds that looked photo-real from all angles. Moreover, our clouds were developed to accept light and shadows dynamically and cast god rays!

World building

We built a toolkit of many different clouds. They were subsequently duplicated and repurposed with a minimal amount of changes to create our photo-real sky-scapes.

Graceful soaring camera-work

In reinforcing the futuristic setting, Bobby called for floating aerial cameras reminiscent of drones or levitating robotic surveillance cameras found in science fiction stories. As a result, all camera work had a sense of soaring through and around the buildings.

Depicting data streams

To indicate the flow of data from one application to another in the Accenture Intelligence Market toolkit, particle streams were used. This part of the video was similar to an infographic (and in fact was referred to internally as the Infographic Scene), we needed to show how data would move from one app to another for processing.

Consequently, there were loads of handwaving, whiteboard and screenshot drawings to figure out what was going where and how.

Soooo many render layers

Each scene had 15 rendered 3D passes that were subsequently composited together to achieve the final look we developed. Each pass represents a unique tool for the compositing stage, ranging from putting lights in the windows of the buildings to the volumetric lighting for the near-field fog to a pass for determining and animating focal depth and after that, passes for color correction and lighting.

Digital

Digital

Once we had a look sold through, Accenture tasked us with developing the Intelligence Market landing page experience. Enter our sister company CRRNT. Working with Bobby Hougham as the creative lead on the digital side, ensuring brand vision continuity, CRRNT created a unique side-scrolling look book to help inquiring minds learn more about the suite of tools.

We produced building and cloud assets as well as environmental plates for the CRRNT devs to layer into the site for parallax.

These and other social media gems can be found amongst these tasty, tasty channels

These and other social media gems can be found amongst these tasty, tasty channels

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