Potent

Potent is one of the 4 trends forecasted by Asian paints at their India Design event in 2020. Potent portrays the nature of materials, small microscopic changes that make changes on a macro level.

Service

Motion Ident

Client

Asian Paints Ltd.

Year

2020

Responsibility

Art direction, Design, Texturing, Lighting, Simulations

The film is aesthetically driven by microscopic elements and interaction between them. Its amusing how little molecular changes in a material can entirely change the form, structure and strength of that particular substance.

Potent explores this idea of big changes that happen on a micro level. We used interesting split frames in the edit to show this contrast of interactions that are happening in micro and macro levels.

I assisted the director in creating the visual flow and art direction of the film. I was also solely responsible for putting together a couple of shots in the film, including the simulations.