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and Mill+ worked with Joint London to create a bold, encompassing audiovisual experience for Vue Cinemas with a brand new ident directed by Andrew Proctor of Mill+.
“We went for an epic, cinematic moment with a big ‘wow’-factor; a break from reality as you’re transitioned into the film world,” Andrew tells us. Martin adds, “The look we went for was ‘stylized reality’. We made sure not to keep it too polished and treated the full CG shots as if they were shot with a real camera.”
The ident was a true collaboration between all facets of The Mill. Instead of using storyboards, Senior Designer Helen Hsu designed style frames for each section of the film from which the 3D artists worked. Editor Victor Jory cut the piece, weaving together the abstract narrative to give each section its own identity without losing sight of the sequence they represent: refreshment, comfort, state-of-the-art sound and unparalleled picture projection.