Mumbai: When the state of Rajasthan comes to mind, one paints a mental picture of the majestic sand dunes, the pristine palaces coupled with the beautiful natives soulful in traditional folk music and dance. Capturing a myriad of this beautiful essence in sand, Rajasthan Tourism has teamed up with Ogilvy and Eeksaurus to launch its new logo through a special campaign “Animating Sand Sculptures”.
The unique, proprietary style and technique devised for the logo animation for Rajasthan Tourism is a clever use of sand and clay relief forms that have been derived from 2D animation. Once the entire 50 seconds animation on paper was ready, each frame was translated digitally to laser cut stencils. These stencils were then worked over by clay to provide the 3 dimensional depth that is seen in the film and then lovingly animated over frame by frame with sand – the most rudimentary component when one thinks of Rajasthan.
Carefully crafted in sand, the story line has been well conceptualized to capture the magnificent state with features that describe it best. Be it the authentic Rajasthani culture, places of historical importance or the flock of camels that walk the seemingly never ending desert, the element of sand coupled with soulful music gives you many reasons to visit this arid but vibrant state.
Commenting on the launch of the campaign, Mr. Suresh Eriyat (Founder and Creative Director – Eeksaurus) says, “This project has been very exciting to work on as it gave us the freedom to explore our creative potential to the fullest. The state of Rajasthan creates an immediate recall for what it is built on i.e. sand and therefore we decided to capitalize on this factor. Sand animation calls for a great amount of attention to detail and therefore, every movement and change in surroundings has been looked upon very delicately. In keeping the design thought process central to the visuals, we were able to effectively cater to the captivating storyline that comes across in the film, thereby holding true on making each of our films distinct from the other.”
Going forward Eeksaurus aims to work on many such projects that welcome a variety of mediums in ad films. With a design centric approach Eeksaurus is working towards challenging and reinventing rules in the advertising industry to create unique brand campaigns to suit the needs to changing times.
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