Design Shape

As a creative company we consider it a key role in our success that we keep the home page of our website fresh.

It’s proven successful for other agencies in the industry to have one showreel a year, but just because other people do it that way, it doesn’t mean it’s the only way of attracting an audience towards your portfolio. Actually, we pride ourselves on the fact that we might not be doing what everyone else is doing. Not only does it set us apart from the competition, it proves successful for us.

Our most recent video ‘Monkeying Around‘ consists of a group of Orangutans singing Edwin Starr’s classic – ‘War’

Why did we do this?

Because we can.

It’s completely different to the last video that was there, and it’ll be completely different to the next video that goes there. Plus who can actually claim that they don’t like singing animals?… It’s instant comedy gold. This doesn’t mean it’s not a pile of guff though.

And yes, we know, an Orangutan is an ape not a monkey… but we bent the rules slightly because they’re orange.

Why would you make guff ?

We animated this 42 second video with the intention of making it look as if it had been put together with paper cut-outs. We gave the orangutans human mouths and trilby hats. We even added in some dramatic Hollywood explosions, all happening within the seating area of our studio. We wanted it to look low budget, cheesy and terrible, while still keeping that subtle design finesse that showed that there were professionals behind this rubbish.

To boost the quality of our amateur animation we added appealing typography and compositing techniques that made this moving collage an aesthetically pleasing piece of tack. But the most important result we wanted to achieve was a simple smile from our website visitors. It’s all a piece of informative fun.

Is making guff wise?

This is a question that has a multitude of answers, but it all boils down to how much confidence you have in your work, and your capabilities.
Some people could argue that it’s vital to put your best piece of work on your home page. This is a logical statement to make. But as a design agency we’re confident enough in our work that we can make an animation like this work to our advantage. We feel we’ve added enough finesse to the composition that the irony of good design and bad animation compliment each other.

All of the above, plus the fact that we love to be different.

Our work speaks for itself.

When you click on the About page on Aled Lewis’ website you will see he tells us that he is a designer, illustrator, author and life long gamer… clearly a man of many talents.

Aled is based in London and has a selection of big named clients, from GQ to Urban Outfitters, but the real appeal to his work was the combination of comical wit and originality that goes hand in hand with the execution of his pieces.

A prime example of his jocular designs can be seen in his recently published book ‘Toy Confidential: The Secret Life of Snarky Toys‘. In these pieces you see selection of plastic toys interacting in a veriety of ways with snarky one liners towards one another in the simplest form.

Aled’s work can also be found on a number of t-shirts available on the online artists community of Threadless. His pieces use references from games and TV shows like Street fighter and Sesame Street with others being completely original like: ‘Foam Monster in Emotional Reunion With Severed Limb’ (A personal favourite).

With only 2,584 twitter followers next to friend Olly Moss’ 37,153, it’s surprising that Aled’s work/profile doesn’t have the same following. (Not that a twitter profile stands as proof within the success of one’s design work), but it’s only clear to see that Aled’s work is at an equal stature to the success of Moss’ with a similar comedy value and wit but with a completely different design style, which is vital. There are too many silhouette film poster re-makes floating around the net from millions of different designers who thought of it after seeing Moss’ style.

So Aled, as designers and fans of your work… We salute you. Please keep doing what you’re doing.

As a studio we’ve recently made the transition to Radio 2… It all started with the sad departure of Chris Moyles and his replacement Nick Grimshaw, (the try hard camp guy who acts as though he invented the large quiff and discovered Tumblr because he is at the forefront of youth culture)?… Ye that guy.

Since the transition, We’ve learnt that Radio 2 aren’t afraid to bang out the classic oldies, and I don’t mean the cheesy ones that current 10 year old’s can sing along to, but the true greats, Frankie Goes to Hollywood, Fleetwood Mac, even a some Wham!… Along with new stuff too.

It was all going smoothly, there were even spontaneous moments where the Pentagon crew would burst into an enthusiastic sing along of some beautifully harmonized golden melodies, and then, like an unprovoked attack from a pelican in a tuxedo, the worst possible thing happened… Jeremy Vine’s exasperating voice appeared with his daily topics of discussion. It was a moment of pure horror. Even Siôn’s nose started to bleed with the horrific pressure of aggravating verbalization pressed upon his cranium. The studio was in a panicked frenzy, it was like a scene from the multiple Harlem Shake videos found on YouTube… but worse, and much more serious. Quickly thinking on his toes, Derryl decided that when it was time for the Vine to express his unwanted noise, we would put a CD on from the Pentagon Design album collection.

There’s a wides selection in the album case, from Chase & Status to the soundtrack of Ashes to Ashes, it really does cater for everyone’s musical tastes.

This weeks favourite has been the Layer Cake soundtrack. Layer Cake is a brilliant film, filled with scenes that ooze sophistication and cool in an upper-class underworld fashion. All these moments are constructed by under-rated actors at the time (2004) as well as a superb selection of music on the soundtrack that really sets the mood. A really good tune from the track list is the Kylie Minogue and New Order Blue Monday mash up. Genius.

Creative’s are constantly up against the progression of technology. Not only does this affect us through the constant upgrades happening within our repertories, but also through the effects of our clients and their attitudes towards our services.

Progression of technology within our current culture means two things for the modern day designer:

First, it is vital that we’re always learning in order to deliver the best results to our clients. To be the best, we have to be the first, because the decision a client makes to work with us, is usually based on the originality of our work, and there’s nothing more original than setting a trend and being at the forefront of artistry.

Over the years the development in technology has been instantaneous, and has fallen under a varied selection of categories.

Concentrating on one category for this post: Web development stands solidified with one of the largest advances. This can be seen by the transition from non-content managed to content managed websites, aesthetically pleasing gimmicks such as paralax scrolling and now RWD – (Responsive Web Design). These things need to be learnt, and the demand for them is high, with the level of difficulty in the learning process being equally as high.

With the use of smart phones and tablets increasing against the use of desk-situated computers, it is changing the target audience’s perspective on the work we produce which is why we have to spend time learning how to do these necessary service overhauls before actually doing the work… the first clash between us and technology.

The second technology grapple we face is through the medium of our clients. Because technology has made it so easy for people to access hooky copies of Photoshop and the newest version of Microsoft Word, this has de-valued the work we produce. This changes the client’s attitude towards our roles, and misguides them into believing that all we actually do is type words, flick through fonts, and insert filtered pictures into documents and websites. These things are of course all an infinitesimal part of our occupation, but in the same sense that any one can pass someone a paracetemol and a cup of water – but that doesn’t make them a qualified nurse.

Because the foundation of what we do is based on personal taste the value of our work is already at a battle. When we add the factor that technology is making it easier for individuals to be ‘creative’ to our battle, it then becomes a full-blown war…

Some food for thought.

It’s that time of year again…

We’ve had a glimmer of sunshine through the bitterly cold sky above, so it is most definitely time to start prepping for those world famous British BBQ’s.

The key to a successful BBQ is preparation, anyone who has hosted a BBQ with complete success abides by this crucial mandate. We’re not talking about your Farm Foods stock up on meat 2 days before the occasion… (if that thought even crossed your mind you should stop now, as you are not worthy of reading this post).

We’re talking about the measurement and tone of green that your grass blades are exhibiting. The choice of sauces on display ready for your delightful guests to generously spread across their freshly grilled man meat (all BBQ meat is man meat, no room for this girly meat guff). And then of course, the furniture that will take pride in your garden, carefully positioned, waiting for that pride filled moment, where they will be the foundation of an extremely comfortable buttocks.

It’s all well and good having the ravishing grass blades of a North American gardener, or the dressing selection of a French cafe owner, but without a setting to experience these decorative delights, there really isn’t much point.

Not to worry, Pentagon have orchestrated it all for you. We’ve done another pocket sized John Lewis brochure full of this years Kettler Garden Furniture range, that will save you with any BBQ comfort dilemmas. Just head to John Lewis and pick one up…

Don’t worry about it…

You’re welcome.

This is beautiful…

Pinokio is an exploration into the expressive and behavioural potentials of robotic computing. Customized computer code and electronic circuit design imbues Lamp with the ability to be aware of its environment, especially people, and to expresses a dynamic range of behaviour. As it negotiates its world, the human audience can see that Pinokio shares many traits possessed by animals, generating a range of emotional sympathies.

Tim Flach‘s absolutely beautiful collection of animal portraits titled:
More Than Human.

See more here: http://www.timflach.com/

Quechua – On a tous besoin de chaleur from Hiking on the moon TV on Vimeo.

As a design agency we understand the importance of attention to detail, and we take into consideration everything we do with reasoning for  why we do it.

When I watched this video my initial reaction was how this is a prime example of how effective the most subtle of techniques can be and how they can make such an impact on a final piece.

The creative direction of this particular shot captures the intimacy between the wild and the civilized, two personalities that would not mix in the surrounding area seen in the build to this still.

The post production softness is complimented with the depth of the subjects in the shot. Cropping right into the wolfs facial expression broadcasts the connection to the audience in a manner that is closer than they could ever get in real life.

The scene’s that cover more ground in the shot paint a picture of the surroundings – quite literally. The post production give of an aesthetic too perfect to be real feeling, which almost make the shots magical, supporting the concept behind the events happening within the film.

In the above stills you can see how the colour correction has been set to keep a focal point on the people and the rabbit by increasing the hue in the shot. The blue tone grading gives off the cold surroundings feeling while the subject matter is instantly warmed with more colour.

All these techniques do a lot more for the final piece than just making it a pretty picture which goes to show how important concept is in design.

Simply brilliant…

FIREFLY from samadhi production on Vimeo.

Making Of FIREFLY from samadhi production on Vimeo.