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Process of Visualizing the Invisible

Visualization capabilities of the motion design studio LIKI inc.

LIKI inc. has recently created a sensation in the motion design scene by using expression techniques centered on motion graphics and CG. The company produces all genres of videos beginning from TV commercials to music events and live event videos. LIKI inc. also created the video in which Daikin Industries expresses its brand core. In this interview, Art Director Lau and Motion Graphic Designer Isami Shimura, both of whom played central roles in the project, shared their thoughts on designing invisible things.

Leaving room for the audience’s imagination through abstract expressions

It would be no exaggeration to say that LIKI inc. has created all genres of videos including TV commercials for automobiles and cosmetics and promotional videos for artists. What kind of approach did they take in creating the brand core video for Daikin?

Lau:
“First, we asked Daikin members to tell us about the four keywords that represent the brand core and their thoughts on each one of these keywords. Based on their answers, we considered how to express air and represent Daikin, but rather than relying heavily on concrete expressions, we decided to freely use abstract expressions.”

Shimura:
“Air is very mysterious in that it is invisible, and yet I can actually touch it. So, we thought it be better to avoid using a specific visual image to express a feeling of air. The brand core is the axis of Daikin design; however, a slightly blurry outline could flexibly develop and expand on the concept. That is why we tried to express an abstract world without a distinct explanation.”

Lau:
“This video visualizes the thoughts and philosophy behind the four keywords. Rather than offering specifics, we wanted to leave room for the audience’s imagination.”

Rheology, a clue to making the video

Although they had produced countless videos, the process of visualizing invisible air was not that easy.

Lau:
“First, I thought about what air was. In researching a technique to visualize invisible things, I encountered the fields of fluid dynamics and rheology. In these fields, airflow is calculated by a formula, thereby visualizing the movement of air. For example, when a typhoon approaches, you see a weather chart that indicates air direction by arrows. Realizing that it resembles patterns and a design, we decided to incorporate this idea into the video. We inserted the section of ‘Air’ as an introduction before the four keywords to express how air formed.”

Shimura:
“The introduction represents the moment when air formed and the history of earth’s formation. It is a perfect introduction for the video.”

Lau:
“An ocean forms, microscopic organisms appear, and their breathing leads to forming blue-green algae. Wind blows from the algae, the sunlight reaches the earth’s surface to develop plants, and eventually a person appears. This is why a person’s eye is shown for a second right before transitioning to the first keyword. The person also represents Daikin. After associating the beginning of air with the establishment of Daikin, the video proceeds to the subsequent four keywords.”

Shimura:
“Air is associated with all life on earth. Because the tempo is good, I hope that the audience gains some sense of that.”

Understand and express the thoughts wanting to be conveyed

The brand video transitions from a dynamic story in the prologue to the four keywords that describe the Daikin brand core. While trying to understand and construe the thoughts behind each one of the keywords, they went forward with video production.

Lau:
“For example, in the first keyword ‘Profundity,’ the video shows the computer graphics describing a complicated structure and footage of dense forests in order to express the fusion of diverse knowledge and experience that creates a single large foundation. In the second keyword ‘Consideration,’ two abstract, soft materials with color gradation contact with each other to express the relationships of people caring for each other. Not just visualizing these keywords, we also tried to place air at the center of expressions throughout the video.”

Shimura:
“The third keyword ‘Exploration’ is a basic component, but the most important element for companies performing research and development. I think it is better to convey it straightforwardly, so this section has a small storyline.”

Lau:
“The sphere that appears in this section represents Daikin, and it goes on a journey of exploration. Centered around the sphere in the first shot, particles are stirred up from the ground, implying Daikin’s aim to go forward together with its employees surrounding the company.”

Shimura:
“In this section, too, we tried to evoke a feeling of air through the animation. Rather than just exploring something, the sphere pursues the unknown and acquires knowledge that it leverages to further absorb surrounding elements.”

Lau:
“Elements affect each other in the journey of exploration. In the next scene, the sphere goes deeper into the space. This succinctly represents exploration into an unknown world. The viewpoint is switched to the inside of the sphere to show the internal world of the sphere, or Daikin.”

Shimura:
“The sphere is seen from the outside in the previous scene, but the viewpoint is switched to show an increase in experience and knowledge inside the sphere. At last, the viewpoint returns to the outside to show that the sphere reaches a new land with its partners in which they will affect each other again in a new environment.”

Lau:
“For the fourth keyword ‘Passion,’ there may be no need of explanation. It represents the enthusiasm and energy of the people at Daikin. When their passion is displayed dynamically, new things are created. In the last scene, all four keywords are lined up to highlight what exactly represents Daikin.”

People communicate invisible things in life

Not just in expressing the abstract keywords, they also tried to evoke a feeling of air when conveying the keywords. We asked them to reflect on this project.

Lau:
“In most advertising work, products and messages have already been determined. However, this project is about a corporate brand video that focuses on thought and philosophical elements. It requires deep thinking but allows for high flexibility in expression, and more importantly, we enjoyed working with Daikin members to create the video.”

Shimura:
“Making a video is what we do every day, but this project would not have gone forward without clearly formulating the concept. I needed a process to think about what to do, so I imagined why these words were selected, calculated back from that, and expanded on those images.”

While they were faced with difficulties in designing invisible things, they told us that all of us do it in our daily lives.

Shimura:
“On a bigger scale, the act of visualizing invisible things has existed from a long time ago. For example, it holds true to diagrams, graphs, and characters. Even if your job is unrelated to visualization, you instinctively do it in your daily life. In addition to design, photography is not merely taking a picture of what exists somewhere. There is the person who clicks the shutter. What is the photographer trying to shoot? What is the situation at the moment? There must always be a specific atmosphere. We are good at visualization thanks to our experience, but giving shape to invisible things is what everyone does on a daily basis.”

Lau:
“Our company, especially the CG & 3D team, is better at abstract expression than realistic representation. Creating something that already exists in the world is not exciting for us. For example, when drawing a tree, you can draw it as realistically as a Hollywood movie. However, CG and 3D expressions become more valuable when drawing abstract things that have never existed in the world. That may be why we always try to express invisible things.”

The motivation is creating something that nobody has ever seen before

Because LIKI inc. always pursues new expressions with that type of approach, it can create a wide variety of artwork irrespective of genres.

Lau:
“Becoming a professional in a specific field is great. However, we want to engage in various products and genres with different tones and manners by mainly leveraging motion graphics. We are more motivated when being tasked with different subjects. When we previously produced a promotional video for an expressway, I examined thick documents and studied very hard. Learning new things is exciting. We studied and gained new knowledge to which we can apply our skills. Our aim is to create new things by combining skills and knowledge.”

Shimura:
“Skill is akin to a pencil. What will you draw with it? You are the one who moves your fingers. You may make many mistakes when trying new things, but you gain experience to prevent the same thing from occurring next time. For me, the less I know, the more interested I am.”

Lau:
“In that sense, I want to incorporate everything I see and hear in my daily life into my ideas just as I put things one after another into my mental drawer and take one that matches a certain job. Rather than intentionally thinking to incorporate something into life, I unconsciously do it on a daily basis.”

https://www.likiinc.com/

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