Concept and creative process
FutureDeluxe took more of an architectural approach to this brief taking reference from the brutalist movement and exploring loads of different block patterns and different details.
"For the animation we wanted the blocks to feel heavy and choreographed to reveal the ‘2’ with the shadow. We had weeks and weeks of refinement on this ident, that’s where the beauty is. You can look at every block and see all the different details and engravings, which bring something interesting to a palette of concrete."
Software used was Cinema 4D and After Effects.