Industry Creative calls upon Qube! for help in its full-CG animated ident

Industry

When one is working on a big job for one of his/her biggest clients, he/she need tools to trust upon.

So when Amazon Studios commissioned Industry Creative, the theatrical division of the award-winning creative agency Ant Farm to produce a full-CG animated ident to play at the head of all of its future motion pictures, there was only one choice for the work: Qube!

Qube! is an intelligent, mature and highly scalable render management solution backed by world-class technical support that can be quickly integrated into any production workflow.

Qube

Qube! delivers intelligence to production pipelines by providing business-critical insight into render pipelines, maximizing investment in rendering infrastructure and automating manual processes.

It works out of the box with all leading content creation applications and is truly cross-platform with all software components available on Windows, Linux and Mac OS®X operating systems.

Founded in Los Angeles in 1996, Ant Farm is one of the world’s leading full-service entertainment and advertising agencies that creates, markets and distributes content for its diverse client portfolio of major brands and top entertainment companies.

Industry Creative itself has pioneered some of Hollywood’s most innovative campaigns from major blockbusters to independent movies.

So it came as little surprise when Amazon Studios awarded the company the job of designing and creating a new animated logo to play out at the start of all of its new films, including the two-time Oscar-winner Manchester by the Sea.

Amazon Studios’ opening logo, a 22-second animation, begins by drawing the viewer into the pages of a high-tech pop-up book. The book’s cover elegantly opens to reveal an entire miniature city block as the buildings start to assemble themselves from the ground up. As the camera travels along the street, the asphalt unrolling before it like a glamorous red carpet, it hones in on the marquee of a movie theater, on which the Amazon Studios logo is displayed.

“We pitched a very wide range of ideas to Amazon, from sculptural art to six-foot-tall stop-motion animation, but the idea of starting with a book really spoke to us,” observed Doug Brandt, CEO of Ant Farm and Executive Creative Director of Industry Creative.

“We are visually referencing Amazon’s origins, then showing how they are building a new film community around breakthrough filmmakers,” he added.

The logo animation, which was rendered at full 5K resolution occupied the entire 43-node render farm at Antenna, Ant Farm’s motion design studio. In order to fully ensure that hardware resources were distributed optimally, Antenna turned to Qube!, PipelineFX’s industry-leading render management solution.

Ant Farm’s relationship with PipelineFX began long before the Amazon Studios logo. Qube! has been utilized in production for a vast majority of Ant Farm’s projects over the past 10 years.

“We tried a number of different render management solutions and were drawn to Qube! because of its ease of use,” says Christman. “But at the same time, it’s flexible enough to handle complex workflows. It truly gives the artist the tools necessary to deliver projects on schedule.”