Axiom Shopping Centre
When we were first approached by Lateral Property to create an architectural animation for their shopping centre Axiom, we were thrilled as their desire to push the envelope in creativity in what can sometimes be prosaic and more regimented.
Axiom is the name of an upcoming shopping and retail destination in Harrogate, set to open in 2021. On the cutting edge of technology and innovation, Axiom will be a modern and unique shopping centre.
The video needed to match this and was intended to help convince brand decision makers to rent the shopping lets. This meant there was lots of important information which needed to be conveyed, whilst also peaking the interest on a deeper level - making these investors feel they simply had to be a part of this new venture.
Having seen out previous work for iPort, as well as in-house project A Cup of Tea, Lateral's Marcus Briggs was sure we could deliver both the high end visuals as well as tell the important story behind the development.
We put together an initial proposal and pitched certain ideas, styles and motifs. Lateral tweaked some ideas and together we came up with a final vision for the video. Lateral then put together a rough script which contained all of the information they wanted to get across.
Based on this, our previous discussions and a branding pack put together by BWP, we created storyboards which set out the running of the video. The branding guidelines dictated a very angular with a plexus effect, which led us to this first visual style.
A huge part of this project was of course to show off the enormous potential of this development. Using a mix of high-end CGI and informative 2D graphics, we wanted to create a video that was informative, but also pleasing and even exciting to watch.
We also pushed to include a human element - including people in the video engaging with the scheme, allowing people to picture themselves there. We even shot live action footage of a person in a car, which we compsited into CGI to highlight the site being seen from the passing motorway.
We thoroughly enjoyed this project, and relished in the opportunity to push the video in spectacle and creativity.