Rich in crisp, abstract imagery derived from a mixture of in-camera footage and 3D elements, the in-house production takes audiences on an artistic journey through four key components of the Vue Cinemas experience: refreshments, comfort, state-of-the-art sound and unparalleled picture projection. 

In cinemas, the ident is screened just after the previews, a gateway to the main event. Andrew comments, “The finished product needed to be an epic, cinematic, moment with a big ‘wow’-factor; a break from reality as you’re transitioned into the film world.”

Part of what makes the project stand out visually is its 4K resolution, which weaves a considerable amount of render time into the post-production schedule. 2D Lead Artist Martin Karlsson explains, “This meant that size- and time-wise, everything would multiply. Working in 4K for both 2D and 3D gave us a preview of the challenges and opportunities that we’re going to really start seeing in the near future.”

Encouraged by the considerable amount of creative freedom given from concept to final picture, the team at The Mill employed talent from all facets of the studio. As 3D Lead Artist Felix Urquiza points out, “The project ended up being a huge, successful collaboration between our departments all throughout Mill+, design, 3D animation, modeling and sculpting, compositing – a huge variety of artists.” 

Adds Martin, “Highly artistic pieces like this give you such a great opportunity to reveal the creative muscles that come from within this company.”