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Encyclopedic OFFF Mexico Main Titles from Sarofsky Explore "Filterization" of Design
CHICAGO - (Sep. 29, 2015) - OFFF Mexico recently wrapped its three-day creative conference presenting a first-class array of provocative speakers in Mexico City. This fourth edition of the celebrated festival united thinkers, designers, innovators and thought leaders under the same "feeding the future" theme the parent organization has been using to unite similar groups across Europe and North and South America for more than 15 years. Near the conclusion of OFFF Mexico, global festival director Héctor Ayuso had the honor of unveiling the conference's main titles, which were created this year by the design-driven production company Sarofsky.
After hosting director and executive creative director Erin Sarofsky as a presenter at OFFF 2013 in the festival's home city of Barcelona, Héctor had reached out last fall to invite her to create the main title for OFFF Mexico. Erin listed her love for Héctor and the OFFF community as reasons why she jumped in, while also expressing appreciation for having so much lead time - and total creative freedom - to handle the assignment. According to Héctor, the results are superb.
"A dream that started a year ago, finally came true today. Erin Sarofsky and her team left me speechless," he said. "The titles literally gave each artist and attendee an adrenaline rush, which is the reaction that keeps the Festival going for many years to come. Sarofsky and Duarte's presentation was the cherry on the top, being able to provide a refreshing experience to such a successful agency is an honor. Once again, Sarofsky set the bar at the highest level."
OFFF Mexico artistic director Josué Ibáñez added, "Something unexpected! Sarofsky main titles were a pure manifestation of inspiration for the OFFF MX audience. Every detail in motion, design, typography and audio made a perfect balance for this master piece of the studio."
Erin was joined in her OFFF Mexico closing-night presentation of these main titles by Sarofsky motion designer Duarte Elvas. Entitled "One Fabulous Fucking Filter," the 2-minute animated piece is a hypnotizing visual encyclopedia of styles and treatments involving virtually every production approach. As suggested by Héctor, it is meant to both poke fun and inspire. The masterful custom score is courtesy of Paul Riggio of Groove Guild.
"We really wanted this title sequence to highlight the speakers and show the visual diversity of the creative landscape," Erin began. "We landed on the idea that our community has essentially 'filterized' different styles, artists and genres. We are constantly getting requests to make something more Saul Bassy, or retro, or add a touch of Bauhaus.... These and ideas like them do inspire us, but we feel it's very important to not treat the creative process like it's a giant selection of Instragram filters.
"So," she continued, "we created a visual buffet! While it's kind of absurd that we made a piece that does exactly what we don't like being asked to, it has turned out to be a beautiful commentary and a celebration."
With 20 speakers to highlight, Sarofsky's team of designers concepted and designed "filter" ideas, settling on nearly 50 which were applied to introduce speakers individually. To organize the workflow, each speaker was first assigned 1-4 filters with names like "Pixel Sorting," "Saul About That Bass" and "Digital Interfearance." Designer/animators then chose their favorites to work on, while one Sarofsky artist focused on the interface and all the OFFF Mexico 2015 design elements.
Erin also shared more thoughts on the finished project. "We had so much fun brainstorming and creating this piece... we really just laughed our way through it. For us as a team, because of this exploration, we were left inspired to invent the future rather than trying to recreate the past. Also, it leaves us with the hope that someday, someone else will use our work as a source of inspiration."
To view the 2015 OFFF Mexico main titles, please visit http://sarofsky.com.
About Sarofsky
Director, executive creative director and designer Erin Sarofsky launched Sarofsky in Chicago in 2009 to provide her patent, design-driven production services to leaders in the advertising and entertainment industries worldwide. Today, Sarofsky's staff artists use animation, visual effects, computer graphics and live-action to collaborate with illustrious clientele from concept to delivery, producing work that is visceral, innovative and diverse. With artistry that heightens audience impact through sublime commercials, brand films, title sequences and much more, Sarofsky's reputation for breakthrough design, its proven cross-media production expertise, and its fabulous Olson Kundig-designed studio in Chicago's West Loop are all key components of the attraction. Learn more at http://sarofsky.com.
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