Contributed by Simon Manchipp of SomeOne.
Resonate is one of the UK’s leading PR groups.
Their expertise lies in their ability to take one idea, and magnify it across multiple media channels.
They get the many facets of a particular point of view across by taking the central idea and exploding it out to hundreds of smaller stories that connect to create the bigger picture.
We were approached to create an entirely new strategic visual brand identity for the organisation to signal their clarified position.
Too many PR groups rely on old-fashioned tactics to open doors and get stories out. Resonate offers a far more exciting prospect for their clients… they work as an integral part of design groups, advertising agencies and those involved in the creation and re-creation of brands.
This way they can ensure everything joins up and the big ideas created for brands are designed in a way that can be best communicated to the specific desired audiences.
We took the metaphor of a beautiful flower to signify these big ideas. Then applied shockwaves to them after they were frozen in liquid nitrogen.
These shockwaves resonated through the frozen plants and shattered them, into a million pieces (we didn’t count, but we we think it was close to at least million!).
This radical creative approach connected directly with the process Resonate use to get under the skin of tough PR assignments (their work includes governments, the NHS and highly-sensitive clients).
(For you PhotoGeeks — here’s how we did it.)
- We shot the video on a Photron Fastcam SA1. The footage is Full HD at 2000 fps.
- We required around 60kw of light, as the shutter speed was so fast. This made it unbearably hot on set. It was like a furnace.
- We needed a set of fans to stop the ceiling from melting.
- We had a giant flask of Liquid nitrogen large enough to contain the bouquets of flowers.
- As soon as they were placed on set, we had very little time to detonate them, before the intense heat had thawed them out.
- The flowers had to be rigged with explosives before freezing.
- The explosives used were the smallest special effects kind that Pirate could find, so that they could hide them within the flowers.
- The charge was swapped to low-explosive, as the high explosive charges virtually vaporised the flowers.
- The stills were captured on a Canon 1DS mk 3 using a bank of Bron Colour High speed strobe packs.
- They were all wired to a trigger that fired the explosives first, and then the camera and strobes at a few thousandths of a second later.
- The studio floor became a carpet of soggy flower petals; very smelly, slippery and unpleasant!
“The PR sector is a crowded place, with an abundance of bland names and logo’s — SomeOne’s approach of creating a Brand World through a uniquely creative photographic system has given us something that both dramatises and explains our offer. I can’t thank them enough for it and our clients can’t stop talking about it.”
— MICHAEL FROLICH, MANAGING PARTNER, RESONATE
SomeOne elsewhere on Identity Designed: Eurostar.