Cutting Edge Crafts Motion Graphics for Macquarie Telecom’s Brand Relaunch
Cutting Edge Sydney has produced a series of bespoke motion graphics that energetically capture the personality of telecommunications company Macquarie Telecom’s new brand relaunch.
The post house delivered a host of animated content displayed at Macquarie Telecom’s recent relaunch event. The motion graphics were played across an LED screen backdrop and also work as standalone animation sequences that reflect the characteristics of the brand.
Working alongside production company The Spark, Cutting Edge creative director Finnegan Spencer and senior producer Lara Allen were tasked with providing animated graphics that would also work across all of the client’s sub brands.
Created for ongoing internal and external events, the creative represents Macquarie Telecom’s new brand mark, which consists of a selection of colourful dots, with each of the sub brands owning its own distinct colour.
Says Finnegan Spencer: “The hero piece of animation began with a pretty open brief. The client wanted something artistic and compelling, without being overly literal – a piece of content that would also reward the viewer across multiple viewings.”
“We created abstract metaphors for the brand, using generative dot particles that compliment it without being just the one specific story,” he explained. “It’s an artistic expression of the brand that can be deployed at events and across online and on social media.”
Production Company: The Spark
Creative Director: Tony Assness
Producer: Stephen Davey
Motion Graphics and Content: Cutting Edge
Creative Director: Finnegan Spencer
Executive Producer: Samantha Daley
Senior Producer: Lara Allen
Lead Motion Designers: Jeremy Mansford & Gary Nicholson
Offline Editor: Kelly Searancke
Offline Editor: Simon Buckton-Collins
Colourist: Dwaine Hyde
Animator: David Williams
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