No creative space is complete without a Wacom tablet, the leading brand for pen tablets and interactive pen displays that brings artists and their tools together in absolute harmony. Iris Worldwide approached us to create a product trailer for the new Wacom Cintiq Pro 24 and 32, part of their new product line. These tools offer improved accuracy, control and sensitivity, allowing artists to freely move however and wherever they want for a fine-tuned, well-designed creative experience.
The goal was to demonstrate the complex and advanced technology of the Cintiq Pro in a simplistic and clean animation. Our artists went through several phases of look development to suit the Wacom brand: fresh, iconic, minimalist, and profoundly colorful.
As Wacom is a multi-part tool consisting of a tablet and a pen, it was important to show how the two components interact, allowing the viewer to understand how the improved technology enhances the user experience. A discreet animated hand was created to add reference and breathe life into the spot but integrated into the story in a way that did not divert from the product.
The video was built entirely in CG, allowing our artists to experiment with the lighting, framing and movement of each element.
Animating a detached arm was a challenge as in reality, only the wrist and forearm will move while the hand is mostly immobile. To overcome this, our artists added subtle animations to the fingers so that it feels alive, maintaining a realistic movement throughout.
The brush graphics were designed to visually stand out against the tablet, having an element of complexity while being crisp and clear. We wanted the brushes to look magical, with the movement mimicking calligraphy on paper, illustrating how natural it feels to use Wacom.