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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
41 JANUARY/FEBRUARY 2013 CAMPAIGNBRIEF The evolutionofResolution WHILE RESOLUTION WAS ultimately about harnessing creativity, techno- logical advancements in desktop workstations allowed Resolution to access new opportunities, ensuring the company could live up to its full potential as an innovative creative and technical hot house. After 21 years, Resolution contin- ues to bring a widespread knowledge of crafts, techniques and approach- es to every job. While the fundamental reason d’etre remains the same, Resolution has never been afraid to shed its skin in a bid to keep abreast of trends, expectations or fresh ways of thinking. In its recent move from a stunning three-storey terrace to an open-plan warehouse, Resolution is positively progressing in line with state-of- the-art technology and modern ways of working. Resolution is now an open plan, full service, HD post, VFX, design & production house. The new studio features presenta- tion suites (to which any project can be immediately assigned) that allow artists to work privately with clients, or collaboratively with the team in the open area, alleviating the need to move terabytes of data around the building. While segregation used to work well for day long sessions, the nature of an open plan studio is more in keeping with current client expectations and for the designers alike. By sitting 2D and 3D artists together, communication is streamlined and ideas are bounced easilly around the floor. This is great for the work. As Resolution continues its purpose as a hub for channeling creativity, collaborating with illustrators, cell animators, installation artists, design directors and a contingent of production staff, creative director Dyroff saw a need for more ‘hot desks’ which the Crown Street studio has certainly provided. “It’s great to see the new genera- tion of talented artists coming through the door. For many, while they specialise in one department, there’s an understanding, and often matching skillset in the other. We know that good ideas can come from anywhere and the entire build- ing is designed around that,” says Dyroff. It has become increasingly important for Resolution to work closely with agency creatives from the early stages of production, assisting concept development with references and ideas. This collaberation is what sets them apart from the crowd, demonstrated perfectly in Leo Burnett’s western genre spot for Bulleit Bourbon. Resolution are able to come at a problem from every angle including production. “Both agencies and clients are benefitting from this integration and have the reassur- ance that we are able to support an idea as it grows, right through to delivery,” says executive producer, Kent Boswell. Projects such as the AGL ‘175 Year Celebration’ (Resolution’s first six-day shoot spanning nine locations throughout Australia) and the devilishly photo-realistic spot for Devil’s Cut are examples of Resolution’s breadth of work, enlisting a kaleidoscope of tech- niques from live action and concep- tual design, through to 2D and 3D animation and complex multi- layered compositing. resolutiondesign.com.au Coinciding with the company’s 21st birthday, Resolution has strolled into its adult life, moving out of ‘home’ in Darlinghurst and into something more, a la mode, on Crown Street, Surry Hills. The first independant post house in Sydney, Resolution started its life when a young Tim Dyroff saw a place for a purely creative studio in an industry of Death Star post houses. Leaving routine behind, Dyroff set up on his own, with an abundance of clients already in tow. CB takes a closer look... POST PRODUCTION In its recent move from a stunning three-storey terrace to an open-plan warehouse on Crown Street, Surry Hills, Resolution is positively progressing in line with state-of-the-art technology and modern ways of working
CBAT NOV DEC 2012
Campaign Brief May-June 2013