The Brief

Pink, entertaining, imaginary. Maison Valentino Garavani for the opening of two pop-up Stores in China (Sanlitun) and in Japan (Ginza 6): The CandyStud pop-up Stores, commissioned us a video to promote the opening as well as the launch of a limited edition of Candystud Bags designed for the occasion. The goal was to create a video to be an important and special tool for the promotion of the bags. The video needed to be connected to the concept of the stores and the focus was on the Candystud bags.

The Idea

Inspired by Charlie and the Chocolate Factory, a seemingly real world hides a wonderful world of fantasy and colour. In a game of contrasts, the video starts going through the store, which represents the real world. In this first part everything is pink, sober and has an elegant aesthetic.

The second commence with a big cake, it’s a celebration, it’s the fantasy world. Inside the cake we discover the different Valentino bags through mesmerising stories, one for every bag.The artist creates an animated film that does not a tell story but emotions: It has to be a satisfying experience. A fantasy world with zero gravity and a game of contraries: chaos and order, slow and fast, static and dynamic. etc… The artist plays with the boundaries of physical computer animation as a counterpoint to the monochrome materials, bright colors and slowed movements, by creating mesmerising effects.

About
Extraweg

Extraweg is the artistic name of Oliver Latta. He’s a motion designer and illustrator, currently based in Berlin, Germany. His strength and focus lies in motion graphic design, animation and art direction.

With a deep passion for the aesthetic value, Extraweg is provocation, nonconformity, risk, personality and an attitude. He designs digital experiences, he wants to provoke emotions. Passion and love drives him to create beautiful imagery and animation in every project he approaches, no matter if it is live action, 2D or 3D animation – or everything combined. He’s also extremely interested in the power of visual narrative, communication, and how technology is changing all of it.

His aim is to be different, outstanding and innovative, always looking to create something unique that connect and touch the people. Extraweg takes risks and pushes the boundaries. As an artist he is inspired by everyday situations. He likes playing with them and play them out in an ambiguous and uncomfortable way trying to focus on provoking sensations in the viewer, which are often perceived as unpleasant and pull him out of his comfort zone in order to get his own interpretation of the seen.