Le Liberté and L’Étage - Bringing visuals to life without betraying their world

Context

Le Liberté and L’Étage, two concert venues in Rennes, France, needed to animate their promotional visuals for display on screens and social media.

The still visuals were designed by Minuit Studio, in charge of the art direction. My mission: to make them exist in motion, as endless loops, without altering the graphic work already approved by the client.

Art direction: Minuit Studio.

Animation

My role

I handled the motion design animation of the visuals for three consecutive years, following the art direction defined by the Minuit Studio teams.

My work sat at the interface between the studio’s creative vision and the technical feasibility of the animation. This was a role as much interpreter as executor.

Approach

The main challenge of this project was fidelity: recreating in animation visual effects originally designed for a still render, without losing their graphic intent. This meant:

Analyzing each visual effect of the still design to identify how to translate it into motion in a believable way
Working with Minuit Studio’s art directors to stay true to their vision, while suggesting solutions when an idea wasn’t technically feasible as it stood
Building perfect loops: each animation had to return to its starting point with no visible break, an exercise that requires precise calibration of timing and trajectories
Adapting each visual into three formats (16:9, 9:16, 1:1) to cover every use case, from venue screens to social media.

A graphic universe to bring to life in motion?

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