Jul 08

My Infiniti Design Competition Final Entry

Fri, 07/08/2011 - 14:58 — julie

Some of you may remember a few weeks back when I posted that I would be entering the Infiniti Digital Art Competition. Well the deadline time has arrived and I’ve completed my entry!

A Recap of the Competition Brief:

For those of you who didn’t see the original post, the basics of the Infiniti brief are as follows:

The contest theme is ‘inspired performance’. The heroes of the design must be Infiniti’s cars. The brief is really quite broad, which was great because it gave me quite a lot of creative freedom.

Straight off the mark ‘inspired performance’ evoked images of professional dancers. As well as following the theme closely, dancers seemed to be a perfect visual evocation of the Infiniti brand. Dancers are after all, powerful, fast, strong, and have grace and poise. All of these qualities are shared by the Infiniti brand.

Anyway, enough chit chat! Here’s a look at my final composition:

Broad Aims for the Composition:

My primary aim for the design was to smoothly integrate the dancers with an Infiniti car model. Rather than overlay them in a way that made them feel separate, I almost wanted the car to be part of their dance. This way the qualities of both dancers and Infiniti cars would fuse in a stunning display.

Therefore, whilst the car is the central focus of my design, the dancers are clearly responding to it with a visual display. As the dancers jump towards the car they seem drawn to it’s charms, almost in some kind of ritualistic worship.

The weaving fabric trailing from each dancer serves to bring the composition together, as the fabric envelopes around the dancers and car. The fabric also accentuates the purple brand color associated with Infiniti, and provides a nice splash of color.

Some of the Challenges and Boundaries of the Design:

I can honestly say that this is the most effort I’ve put into a digital design. It was really refreshing to have a decent amount of time to work on my entry. Usually I’m forced to condense the amount of time I spend on my tutorial designs, in order to get them out to you guys. However, I could really put in some proper time with this composition, and therefore could make it a lot more detailed.

For instance, here are some facts about the design:

- The original composition is several thousand pixels wide (so really high-res)
- The design consists of well over 100 Photoshop layers
- The original file stands at over 1GB! (Hence Photoshop was struggling by the end of it haha).

Some Close Ups and Analysis:

Now let’s look at some close ups of the design, and I’ll explain my thinking behind various aspects, as well as some of the techniques used:

The above image isn’t a close up, this is the actual size of the composition (told you it was huge!). Working at such a high res, with the potential for the design to be displayed at a public exhibition, I had to spend far more time than use in extracting my images. A lot of time went into extracting images (particularly the female dancers with all their hair!).

The above close up shows another aspect of working with such a high-res image – detail. I really spent the extra time on the details of this piece. You can see part of the distant mountain range background in the image above. Asides from blending over 10 images for the main background (including multiply cloud patterns, moons, lots of mountains etc…) I integrated subtle features like bird formations and a really faint northern lights effect to add an element of the magical.

A big part of my design was capturing motion. Clearly the Infiniti car and the dancers are fast and agile, and the trick was capturing this movement visually. It wasn’t as simple as whacking on a motion blur, and I ended up applying dozens of various tricks to show motion happening. You can see some of these above. With this design I really focused on layering up effects, rather than slapping on something too obvious.

Quite a unique aspect of my design was integrating visual elements of Infiniti car models into the broader design. For example, the abstract ground structure which the car is set upon is actually constructed of several grill frontings from the Infiniti car range. The idea is to fully integrate Infiniti cars into the full ‘world’ of the design, rather than just the actual central car model. This helps create a more complete brand, and emphasises the stunning design features of the range (for example, the sleek, curving lines of the grills).

Final Thoughts:

Overall, however I do in the competition, this composition was a lot of fun. It’s really pushed my Photoshop skills and it’s been a bit of a learning curve as well working on such a large scale. 

It’s great to experiment with lighting, blending and movement to such an extent.

I would absolutely love to know what you all think of the design and the thought process behind it. I also encourage you all to get involved with design competitions, particularly DesignBoom as they’ve seemed fantastic so far!

Digital Art Competition

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