Creative concepting, to us, is the basis of all creative works. It’s a space where thoughts and imagination can run freely and where any form of input is welcome. In approaching our projects, we like to bring renewable ideas to the table. 

As the process of creative concepting progresses, our pencil starts to turn words into sentences, shape lines into frames, and cluster sentences into a story. 

Concepting can be done in countless ways – from drawing doodle notes to entire scenes. Imagination is key at this stage and we never try to limit its potential. We believe in an active lifestyle, which supports this mentality. It’s this exact balance that helps us provide the brain with renewable ideas, so that we can always improve our products into something innovative. 

Sometimes the starting point of the concept is based on a corporate identity, in other cases it’s the spirit in a music track or it touches on more global ideas. We do this either at our office or at an external location. As concepting ideas can develop in all kinds of directions, the good thing is that every project has a different and unique approach. The crucial ingredient is that you never think in terms of boxes or barriers. 

We always try to implement the color schemes, shapes and key features of a company, brand, artist or product into the project in order to visualize it in an authentic way.

Een van onzecases richt zich op het samenvoegen van twee bekende muzieklabels: Spirit of Hardstyle en Art of Creation. Alle artiesten van Spirit of Hardstyle verhuisden naar Art of Creation en werd een creatief collectief.

We zijn erin geslaagd om het samenvoegen vorm te geven tot een filmische videotrailer. Het was een uitdaging om de kijker een visuele combinatie van de twee labels te bezorgen. We hebben hun karakteristieke kleuren laten overgaan in de hoofdkleur van het label dat vanaf dat moment alle kunstenaars verenigde: Art of Creation. ‘AOC’ had een oudere uitstraling met veel stenen en symbolen in hun kunstwerken, en ‘SOH’ was kleurrijker en futuristischer.

As you can see in the video, we started with some portrait shots of the artists all lined up with the colors from SOH fading into the color yellow as we slowly pass through the church (visually) of SOH.

After all the artists are revealed, we swiftly dive into an animated rock formation combined with all the custom made runes from the self-created alphabet from AOC. As we pass by quickly, we slide the movement into small rock openings where we see each artist from the AOC label being illuminated. In the final shot, all the artists align perfectly with the AOC logo.