There are countless different definitions to the word engineering - and even more applications for it.
But with this project for Deakin University, which was designed to attract new students to its engineering program, the brief was very specific:
“The lead messaging will be centred around the idea that the words ‘Engineering’ and ‘Ingenious’ have the same etymology.”
We wanted to create an aesthetic that would appeal to those already interested in engineering, as well as a broader audience.
“This was achieved by creating futuristic landscapes based around technology and design to elevate the poetic narration and create enticing worlds,” said Jumbla’s Creative Director, Oz Smith.
It was also important to dispel the myth that engineering is purely mechanical or strictly for men in oily overalls.
In many respects, Jumbla’s design-driven vision is engineering in action, where innovative ideas meet methodical actions to create artefacts that work.
As Oz explained: “Engineering is art. It’s design. It is beauty fused with scientific and mathematical precision. It’s innovation, joy, passion, hope and imagination.”
For the creation of assets, our team never strayed too far from the essence of engineering.
“We created lots of different ‘sculptures’ in 3D and played with different ways of animating them using formulaic deformers to give a feel of mathematical art,” said Oz.
“We also enjoyed projecting 2D designs on the 3D human figure so that different parts of the form are picked out depending on what geometric animation is being projected on them.
“We particularly enjoyed the middle section, which talks about engineering as an abstract concept and being in tune with art."
The end result is an animation that not only meets the brief, but champions the contrasting yet critical aspect of engineering.
“We worked closely with the client to understand exactly what they wanted to say and then worked out the best way to express this visually,” said Oz.