January 22nd, 2010
Finnair needed a clear and simple, yet interesting way of presenting a lot of flight offers all over the place: TV, online, outdoor and print. SEK & Grey had come up with an idea of using the iconic departures board as a basis for the visuals, steering your thoughts to air travel the first second you see it.
We decided to go with the traditional - today maybe even old-fashioned - flap boards to get that distinctive look especially when animated. "It was fun to create all the small detail on the boards for the prints while at the same time keeping the overall picture very simple", says Tuomas Korpi. "We took the look of the boards, colours and the typeface from Helsinki Vantaa Airport since it is the most familiar airport for the target audience."
"Building the actual composition for the prints was quite a puzzle.", Tuomas continues. "It took some planning to come up with the most convenient ways of constructing the picture for easy as possible updates. Luckily we knew right from the start that this was going to be the case so we could take it into account at every phase of the work. It's actually kind of fun to do as long as it isn't one of those last minute surprise additions to the project."
Departure board on TV
The same goes for the animation that Mika Rantala took care of creating. "I built a scalable 3D-system in post production to enable the needed flipping through the letters.", says Mika. "The system acts as a basis for all the future versions of the animation. It's well worth the effort to do things right the first time to make creating new versions is as flexible as possible."
Credits
Client: FinnairAgency: SEK & Grey
Creatives: Juhamatti Murtomäki