Nicework Nicereel 2012
If you are pressed for time click here to watch a 2min version
Client: Nicework
Internal projects can be both a blessing and a curse. Being your own "client" means creative control without argument, but it also means grappling with very high standards. Nicework took on the challenge with great gusto and determination.
Brief:
Create a mind-bogglingly cool showreel that showcases Nicework's eclectic portfolio and (hopefully) whets the appetite of both established and potential clients.
Tackling the brief:
At Nicework we don't like to settle for second best. Perhaps this is why our latest showreel took almost three years to make. Luckily, it was well worth the wait.
The 2012 Nicework Showreel features some of our latest and greatest work from branding, to print, animation, websites and presentations. As a company who likes to do things differently, we wanted to get away from the flat quality of traditional showreels in favour of a more tactile and sensory experience. We opted for a simple approach where our work was "brought to life" in the very context it was created.
The Nicework offices were transformed into a dramatic set that would serve as the backdrop to showcase our diverse portfolio. We enlisted the help of Nicework staff to create an eye-catching geometric mural on the wall – which was completed in an evening with the help of a bucket of KFC and some loud 90's hip hop. As a finishing touch, Rowan Toselli and Lorne Schnugh (a.k.a. Collective Efforts) handcrafted a wooden Nicework logo to be placed over the mural.
The showreel is constructed as a single shot, which pans across multiple desks and computers in the Nicework offices. All physical examples of our work (books, pamphlets, flyers, business cards) are carefully scattered across the desks, along with meaningful objects that reflect the character of our company and our people. As the camera pans, different projects are showcased by Nicework staff interacting with objects on the desk or by the addition of 2D animated elements.
This single-take approach allowed us to showcase the variety of our portfolio without having to dedicate too much time to each project. The showreel's unconventional treatment also reflects our unique attitude to clients and projects.
Check out an exclusive behind-the-scenes look at our creative process.
Result:
- A professional and visually-engaging showreel that wows both peers and clients alike
Credits:
Animation: Ross Drakes, Gordon Bakkes, Rowan Toselli, Megan Judge, Creon Eftychis, Waldo Buchner, Henk Coetzee
Design: Ross Drakes, Donovan Pugh, Arline Stoffberg, Gordon Bakkes, Rowan Toselli
Illustrations: Shaun Botes, Christian Mugnai, Theory One
Audio: Injozi Audio Boutique
Thanks to:
The Nicework Team (Ben Vorster, Ross Drakes, Arline Stoffberg, Catherine Green, Gordon Bakkes, Jeff Jenkinson and Thea Efstratiou)
Leigh-Anne for all the help
Devin Toselli
Collective Efforts (for the awesome wooden toys and sign)
Leigh Ogilvy
Andrew Wessels
Blue Moon
Demographica
Yoav and Tumi at TiNT