In this week’s Thursday session, we
received a guest lecture by Matt Whitewood. Matt is originally from Nottingham
he develops design, direction and animation for advertising and film. Matt’s
skillset covers a range of disciplines from treatments, concept development, design,
art direction through to the full execution of animation, lighting, texturing
and rendering. During the past seven years he has worked in some of the
industry’s most prestigious studios including Superheroes in Amsterdam, The
Mill in London and ManvsMachine in London / Los Angeles.
The adaptability of Matt’s work is very
inspiring to me as it has allowed him to work with some of the largest and
creative brands in the world including Nike, Apple, Google, Playstation,
Burberry, Mercedes, D&AD, MTV, ITV and the BBC. Matt’s work can be seen
below.
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| Wealth Simple Banking (Source: Matt Whitewood, 2017) |
In this guest lecture Matt touched on some
very interesting aspects around treatments that I’d like to discuss further. Like any design company in order to gain the business of high
profile clients they must apply to take up certain briefs. The client then
choses which agency it feels has the ideal base for fulfilling the brief. In
order to do this Matt introduced us to what is known as a treatment. A
treatment is essentially a project brief however, it is broken down by the
agency so that they can individually understand it. In the treatment things
like mood-boards are used in order to visualise the outcome. The use of treatments
is something I may want to include within my project brief as a part of my Major Project, this will allow the audience to understand my brief better.
Matt further went on to discuss the use of Cinema 4D within
his work. Most projects that Matt participates in all involve the use of Cinema
4D. Cinema 4D is a rendering software in which you can create 3D art and apply
motion to it. Now seeing the work Matt has produced using the software I am
keen to gain a greater understanding of it. He suggested the best way to start
is by looking at the online tutorials. I may look at these in the future. At the moment I don't see how they can benefit my Major Project however, it is a good skill to have within the design industry.
References
Whitewood, M. (2017). Wealth Simple Banking. [Illustration].
Retrieved from https://www.mattwhitewood.com/wealthsimple/
