Brief Explanation

We created 100 different types of one-and-only posters which drew the symbol of Heartland, ‘The Big Tree’. We documented the transition and visual update in video format – from a crafted model of the symbol, to a rough sketch, then finally, to a finely detailed drawing. The name and address of the restaurants were placed on each poster where it was hung. When the posters from these restaurants were connected back to back, it recreated the ‘The Big Tree’ symbol, completing an animation that seamlessly strung all the individual cross-sections of the symbol.

Execution

To examine the cross-sections needed in the animation, we created a 3DCG modeling data of ‘The Big Tree’ symbol. From there, we created outlines that were hand-drawn by animators, successfully re-creating an organic structure and feel. Additionally, we added a new annual tree-ring for each poster, under close supervision by a tree-ring specialist. For the music, we aimed to create a live-music feel by first recording a real and organic session in the studio, then playing it back in a restaurant, then once again, re-recording that through a microphone.