LAO Digital Design

 

It’s funny how the way you see things change when you learn about the process needed to get to the final product. And prior to project 2 I would’ve seen the works at Laura Peña  (LAO Digital) differently from how I see it now. Much in the way that the design we encounter everyday – posters, billboards, magazines, etc. – had been quickly broken down into the types of filters, typefaces and textures used to achieve the final product, diving into AE and learning the kinds of masks, tricks to create a false sense of depth, and the kinds of effects you can create has changed my perception of LAO’s digital work.

The work looks a lot more logical, precise, and also a lot more difficult than before. You can practically see the designers turn on ‘3d object’ with shadows and blur on while they working on the piece, and imagine them fiddling with the timing and keyframes of a new camera object to create the sense of depth in a lot of the pieces. Then there’s also the stop-motion animation – the one named “Beautiful” reminds me of one of the student works from last year’s class.

In any case it’s definitely an inspirational site, more so when you know a bit about the execution process to achieve the final result. Good work always makes something difficult look easy!