Client: Accept & Proceed — Category: 3D, Design, Experimental, Motion Graphics
Rapha Pro Team
About
Accept and Proceed invited Lightfield Studio to work with them on this dynamic animated film for cycling fashion brand Rapha.
A&P developed the new look for the Rapha Pro Team by transforming real-world data from cyclists on a race into the actual patterns found on the textiles in the range. This pattern was then used widely throughout the range.
Our brief was to take the new Rapha Pro Team branding and explore how this could translate into a moving image piece. After playing with a number of different styles and looks, we honed in on a clean geometric look achieved with a combination of mograph and particle effects. We created an animated cyclist based on footage of the Rapha Pro Team sponsored rider and then built dynamic systems around this motion.
It was important to keep the sequence fairly abstract, with the motion of the rider only hinted at obliquely rather than making it clearly representational. The emphasis was placed on the pattern detail, and using it to create a sense of frenetic energy that builds through the sequence.
For more detail on the animation process, check out the making of video below