The Metaphysical Lab
OVERVIEW
Inspired by the philosophical concepts of 'The Matrix' and the immersive offline shopping experiences offered by Gentle Monster—a luxury eyewear brand that transforms its retail stores into elaborate, art-gallery-like installations—my creation for the Metaphysical Lab delves into the enduring human yearning to escape reality and inhabit a dreamlike realm.
YEAR
2023
ROLE
CREATIVE DIRECTOR
DESIGNER
ANIMATOR
SERVICES
3D DESIGN
2D DESIGN
ANIMATION
About the project
I made the decision to establish The Metaphysical Lab, with the aim of delving into the fundamental questions of "what constitutes existence and reality."
The primary objective of the lab is to develop a fresh line of eyeglasses, serving as a form of aesthetic enhancement, enabling individuals to perceive and engage with the dream world. However, upon entering this lab, the boundaries separating the real world from the dream world begin to blur and blend into one another.
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This 3D commercial, designed in an experimental style, promotes the speculative new eyewear collection by Gentle Monster, for which I created a pair of sunglasses deeply influenced by their products. This composition combines abstract, dynamic shapes with tangible forms to symbolize the coalescence of these two realms and the fading distinctions between them.
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Beyond the visual elements, subtle shifts in mood and color tones signify the gradual transition from the real world to the dream world and back again. These elements encompass both tangible objects from the real world and dreamlike, abstract forms within surreal settings, emphasizing the fusion of these two worlds.
Modeled in Cinema 4D
Rendered in Redshift
Post-Production in After Effects
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Modeling Process
Because of the concept and brand I aimed to integrate into this project, I found it necessary to create numerous objects entirely from the ground up. This entailed crafting a robotic arm, designing an isolated laboratory environment, and fashioning a pair of sunglasses inspired by various offerings from Gentle Monster.
Animation Process
I had never undertaken a comprehensive dynamic 3D animation project prior to this, so I seized this chance to acquire a deep understanding of various dynamic tags and how each object influences the others. I devoted a significant amount of time fine-tuning the animation in After Effects to enhance the impact and ensure a consistent and cohesive flow across every scene.
