I think it’s true when it’s said that beauty lies in simplicity. Beetroot Design Group’s opening titles for the ΕΒΓΕ awards ceremony follows this mantra with an animation sequence that sits firmly within a striking minimalist world.
The sequence uses strong graphic shapes that emerge out of a solid white ground, twisting and turning and moving us through the abstract narrative. Shot from above, each element appears as a thin stroke with their flat sides concealed from view. The genius that lies at the heart of the aesthetic, is that these concealed sides have a soft reflective property, meaning that the graphic shapes not only cast a shadow, but bounce light around the all-white environment. It means that as much as the sequence is a about movement of form, it’s equally above the play of light as we watch reflection and shadow dance across the nondescript environment.
It would have been tempting to cut into varying angles with a piece like this, restricting yourself to one camera position, and essentially one animation technique, could seem limiting. However the fluidity that’s felt through the animation of form, coupled with the killer sound track and clever editing, means that the sequence is stronger for it.
Beetroot Design Group is a visionary creative studio based in Thessaloniki. The multi-award winning practice combines communication, design and think tank teams to create gorgeous work that grows their client’s brand by bringing appreciation and praise from around the globe. One look at their website shows a portfolio absolutely brimming with work that’s smart, and god damn beautiful too.