Generative Brand Expressions II
In this collaboration with digital artist Zachary Darren Corzine, we explored the idea and practicality of generative branding. These explorations were a natural evolution of the in-depth work we had done with Fernando Magalhães earlier in the summer.
Inspired by Google's iconic G, Zach created these ten distinct scenes that creatively embed the letter within generative designs, as if they had been dreamed up by different people. They were each then further elevated by the incredible team of musicians at Zelig Sound.
While these were carefully crafted by Zach's talented hands, I imagine a day when expressions such as these can be uniquely generated in real-time for each and every one of us.
Visuals by Zachary Corzine. Music and Sound Design by Zelig Sound. Thanks to the incredible work of the folks at Zelig, this project won a D&AD Yellow Pencil for Sound Design & Use of Music in 2023. “We awarded Google Design the highest Pencil for its many clever parts. It's brilliantly crafted, blurring the lines between music and sound design, and it elevates the animation by creating personality and charm with all its detail. It stands as a work of inspiration for upcoming sound designers.” Abby Sie, Head of Sound, Film & TV, MassiveMusic Sydney
