Categories

archive Block
This is example content. Double-click here and select a page to create an index of your own content. Learn more.


Authors

archive Block
This is example content. Double-click here and select a page to create an index of your own content. Learn more.
The Making of GO!'s Holiday Card

The Making of GO!'s Holiday Card

When GO!’s Jack Mayfield discovered a compelling visual technique right at the intersection of two of his personal passions — broadcast graphic identity and Saturday Night Live — he was inspired. And true to form, the motion graphics designer began exploring, with equal parts research and creativity.

Jack circulated a behind-the-scenes article from an SNL filmmaker among his colleagues at GO! Conversations in our studio quickly turned to how we could experiment with the techniques described, and an experiment began.

Among all of the visual tricks outlined in the SNL article, the one that interested us most was the custom bokeh technique. It looked to be a mechanical, low-tech process that could generate a beautiful and dynamic output. We opted to team up with some trusted partners and give it a GO!

To create the desired effect, we produced a variety of vinyl cutouts of the GO! logo and affixed them to plexi filters. When we then placed a filter in a matte box approximately four inches from the camera lens, every light source was set to take the shape of the logo.

bokehfilters.jpg

With his camera’s aperture set to 1.2, videographer Matt Brodersen ventured out on a Friday night to see what kind of effects he could create.

“It was the first time in a long time that I shot something special that didn’t require any software,” he said. “Everything was done in camera.”

There were plenty of lights to shoot — he found the city’s best — but he also knew negative space was important. He balanced the two, and the result was a bit of abstract and festive GO! magic. Perfect for a holiday card.

In post-production, the GO! team previewed the shots and picked our favorites, editing them together and perfecting the final visuals with minor tweaks to color, brightness, and stabilization.

The end result? An abstract, layered, and playfully elegant scene infused with an unmistakable vitality. We hope it puts you in the holiday spirit. And we hope you have a joyful season of light.

The Death of Brand Loyalty

The Death of Brand Loyalty

Enhance Value by Increasing Effectiveness

Enhance Value by Increasing Effectiveness