Productillustration – OFS Re:

xoio konnte für OFS-Brands den Produktlaunch des Systemmöbels Re: auf der Neocon in Chicago bebildern.
OFS Re: is a highly modular office furniture system. It’s a friendly transformer that adapts to your needs, taste and style as they come.

OFS was so kind to contract us with this animation and several stills, that were used to feature Re: at the  Neocon 2014
For the animation we decided to take the Transformers-idea quite literal:
Due to a supertight schedule – about 1 week – we had a lot of liberty how to approach this. “Do something nice and illustrate the various configurations in a stylish way.” was pretty much the brief we got. But instead to go for the safe bet, we wanted to see if we could emphasize the modular character conceptually.
 

To get the transfomer-effect right, we scrutinized some slow motion recordings of the feature films and analyzed how to translate the effect onto a design object like a table. While the transformation process obviously was exciting, we always reminded ourselves of the friendly character of this piece of furniture.
That’s why we went for one continous turntable shot to bring back some continuity. Additionally the camera mimics the impression of watching a good magic trick: no hidden strings, no “behind the scenes” – you always see what’s going on – and still the magic happens :).