Asian Paints launches film series for Colour Next campaign

Conceptualised & produced along with Post Office Studios, Asian Paints unveiled the campaign at India Design ID 2020

e4m by exchange4media Staff
Published: Mar 7, 2020 9:20 AM  | 2 min read
Asian Paints

Asian Paints has conceptualised and produced five animated films for their campaign ‘Colour Next 2020’ with Post Office Studios, an animation and new media technology company.

The campaign was released at India Design ID 2020.

Every year, Asian Paints brings together the best of design and research principles to curate trends of the year, that reflect the aesthetic of that time. These trends are later translated into home decor themes for the upcoming year. The four diverse trends this year are Sonic, Potent, Blend and Mystique, in addition to Asian Paints’ Colour of the Year for 2020, Curiosity.

Post Office Studios analysed the studies conducted by the brand to arrive at each visual messaging that could justify the design trends.

The team at Post Office Studios connected with over 100 artists across the world, specializing in 3D and 2D motion design, music composition and animation, to create this film series. The idea was to use different mediums and creative styles to represent each theme.

Aditya Tawde, Chief Creative Officer, Post Office Studios said: “Our goal with these films was to do justice to Asian Paints’ year-long research and resulting trends, while lending each of them a distinct visual look and feel unique to the trend in question. It's always exciting to brainstorm on the visual depiction for the Colour Next series, since the output is an interesting blend of the existing research undertaken by the brand, the diversity of each trend, and design and animation treatments that are currently trending within the industry. As with our other projects, our creative process involved putting together a huge stylescape of references resembling each trend, which we used as a base to identify the ones most appropriate. For this year’s series, we also made the decision of not having voice overs for our films, allowing the visuals to be the highlight, complemented by meticulously designed music and sound design that matches the mood of each animation.”

Please click here for the complete film series on ‘Colour Next 2020’.

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