About
Superlux, the Atlanta-based motion media group, has expanded its services and re-structured to create a one-stop creative resource for animation, live action, visual effects and finishing that delivers design-centric solutions for the next generation of content. To herald the rebranding, the boutique designed, developed and produced a new website showcasing its fusion of design and technology into a talent-driven process that delivers innovative content for commercials, film and broadcast, digital, interactive and mobile media - connecting brands and audiences across a new generation of media.
To better serve the needs of today's media industry, Superlux reorganized its operations around the creation of a flexible infrastructure comprised of an open work environment, integrated cross-specialization of talent and an efficient, custom-built system for project and asset management. The rebranding also incorporates expanded 3D modeling and CGI, live action production and web development capabilities.
“The integration of emerging media into the mainstream marks a historic turning point in communication,” says Superlux founder and creative director Mark Falls. “Brands need to drive more visual content across more media platforms than ever before. The volume and variety of new content requires a convergence of talent, capabilities and technical savvy to deliver consistent audience engagement across the board. We believe design-centricity is the most powerful means to direct and harness these converging forces. At Superlux design is the centerpiece of everything.”
To convey this message in its own media, Superlux has introduced its redefining brand and turnkey capabilities via its new, story-driven website, www.superlux.com. The site demonstrates the group’s approach to holistically and seamlessly providing content solutions for the new wave of media, with an emphasis on design and visual storytelling.
"Our team abandoned the conventional approach for post, design and media industry web sites," says Falls. “Telling a visual story involves risk, and while It would be safer to present a grid of our project work, we chose to demonstrate the new reality through the fluidity of HTML5. Allowing a bit of fun and story to emerge from visitor interaction seems a lot more convincing than talking about ourselves.”
The themes that define the site’s visual language are significant, according to Falls: "Digital technology - specifically digital media - is transformative and so is our approach to the work. We wanted our site to reference that in a nontraditional way.”
To underline technology’s role in the modern media landscape, screens throughout the new Superlux site are fitted out with period telephones, computers, cameras and office furniture from the early PC era, all modeled in Cinema 4D by Superlux designer Saif Khan. The new website also references tabloid culture, representing the first wave of pervasive media.
“Luxury is the third essential element,” adds Falls, who believes luxury brands are inventing the future of audience engagement. “These brands - whether apparel, travel, cars or even masstige everyday objects - engage their customers on a visceral level, appealing to our senses, aspirations, and fantasies.”
"To cover the luxury angle, we shot talent from Click Models with photographer Laretta Houston," says Superlux executive producer, Loren Falls. “We considered shooting ourselves - for a minute, but Laretta’s talent and experience shooting high-style portraits quickly changed our minds. The models were composited into Atlanta environs all shot by Superlux, from a moving Mustang GT convertible over two days."
Site design and development was realized through numerous conceptual sketches, iterative scripting, months of pictorial research, casting, multiple shoots, 3d modeling, compositing, kinetic text and animation. "With the exception of sound - which we briefly considered - we were able to translate all the things we deliver on video, into a web experience," says Loren Falls.
Coding for the site fell to Stephen DeLorme of Superlux, who stretched the HTML5 envelope to deliver a dynamic, responsive, cross-platform experience that’s completely driven through the simple act of scrolling.
Launched in 2001, Superlux has been sought out to develop motion content for a multitude of applications. The company's expertise includes development of a diverse slate of high-end projects in the national and global arenas keeps the company's perspective fresh.
“Visual storytelling is a key differentiator in the rapidly evolving media landscape,” says Falls. “The ability to apply it in a distinct way across multiple technologies and delivery platforms is a growing business priority. As content becomes pervasive, brands face increasing pressure to use it effectively, both internally and externally.”
The keys to this effectiveness, according to Falls, are “Sensual involvement, mental engagement, and surprise - the byproducts of design. Brands that tap into these needs communicate and connect in a personal and authentic way that invites lasting bonds."
The “super-luxurious” portfolio includes projects for a diverse roster of clients and platforms that demonstrates the boutique’s nimble, design-centric process and thoughtful aesthetic. It includes a pair of promo packages for TNT Latin America's ‘Cinema a la Carte’ movie block entitled, ‘Choice’ (https://vimeo.com/11996285,) and ‘Battle’ (https://vimeo.com/11996369,) a national broadcast commercial for Hasbro entitled ‘Nerf Sports’ (http://vimeo.com/71764332,) animated digital signage for Whole Foods Markets (https://vimeo.com/71517458,) a short film for the Atlanta Mayor’s Office (http://vimeo.com/85752120,) a broadcast package for TNT LA’s Miss Universe Pageant (https://vimeo.com/71516609,) and ‘Heroes,’ a PSA for Ronald McDonald House Charities (http://vimeo.com/86150668.)
Superlux’s team of multi-disciplined talent thrives on open collaboration throughout the creative process. This dynamic promotes a cohesive vision at every phase of work, and proved integral in translating their updated offering to their website, https://www.superlux.com.To communicate the need for brand evolution, the Superlux team created their own within an alternate media universe within the site - steeped in iconic references to digital technology, tabloid culture and luxury brands.
About Superlux:
Superlux is an integrated design and production resource dedicated to elevating the impact of moving images. Our passion is crafting seductive visual stories that intimately connect viewers and brands. At Superlux, design drives the choreography of form and narrative that delivers emotional impact through motion. Our expertise: creating spots, promos, ID’s, web content, broadcast media, shorts, feature films, digital signage and point of purchase, to interactive and mobile & emerging media. A mix of projects, such as IBM Steel Story, American Music Awards, The Latin Grammy Awards, Hasbro Nerf Sports, SEEBurger, Pergo, and Whole Foods Markets, to name a few, fully engaged our trademark versatility and human touch.
For more information about Superlux contact Loren Falls: luxurious@superlux.com, visit our new website, www.superlux.com or call us at 404.525.0700.
Credits
Company/Brand: Superlux (Atlanta, GA)
Type: Digital
Project: Website (http://www.superlux.com)
Design, Production, VFX, Editorial Company: Superlux (Atlanta, GA)
Creative Director: Mark Falls
Executive Producer: Loren Falls
Designers: Saif Khan, Stephen Delorme, Eric Carros
Photography/Environs: Loren Falls
Prop (Built in Conema 4D): Saif Khan
Developer: Stephen Delorme
Editor: Eric Carros
Audio Company: Superlux (Atlanta, GA)
Mixer – Eric Carros
Casting: Superlux (Atlanta, GA)
Photographer/Models: Laretta Houston
Talent: Click Models (Atlanta, GA)
Technical Info
Adobe Photoshop
Adobe Illustrator
Adobe After Effects
Cinema 4D
Canon cameras
Conema 4D
Alien Bee studio lights
IBM Selectric typewriter (To generate typographic imagery)
Text Wrangler
Adobe Premiere
Apple Media Encoder
Panasonic AG-AF100 video camera
06/30/2014
01:28
