Superlux, the Atlanta-based one-stop creative resource for animation, live action, visual effects and finishing heralds its rebranding and expansion with a new website (www.superlux.com) and a new reel showcasing its integrated approach to delivering design-centric solutions for the next content revolution. The motion media group has built a reputation for developing and delivering innovative content for a diverse mix of spots, promos, ID’s, webisodes, shorts, feature films, digital signage and point of purchase animation, interactive media design, and mobile media - to connect brands and audiences across a new generation of media.
To better and more efficiently serve media industry needs, Superlux has rebranded - reorganizing its operations around the creation of a flexible infrastructure: an open work environment, integrated cross-specialization of talent and an efficient, custom-built system for project and asset management. The group has also expanded its capabilities in 3d modeling and CGI, live action production and web development.
“The integration of emerging media into the mainstream marks a historic turning point in communication,” says Superlux founder and creative director Mark Falls. “Brands need to drive more visual content across more media platforms than ever before. The volume and variety of new content requires a convergence of talent, capabilities and technical savvy to deliver consistent audience engagement across the board. We believe design-centricity is the most powerful means to direct and harness these converging forces. At Superlux design is the centerpiece of everything.”
The team abandoned the conventional approach for post, design and media industry web sites, instead, choosing to demonstrate the new reality through the fluidity of HTML5, allowing a bit of fun and story to emerge from visitor interaction.
Superlux’s team of multi-disciplined talent thrives on open collaboration throughout the creative process. This dynamic promotes a cohesive vision at every phase of work, and proved integral in translating their updated offering to their website https://www.superlux.com.To communicate the need for brand evolution, the Superlux team created their own within an alternate media universe, steeped in iconic references to digital technology, tabloid culture and luxury brands.
The themes that define the site’s visual language are significant, according to Falls: "Digital technology - specifically digital media - is transformative and so is our approach to the work, We wanted our site to reference that in a nontraditional way.”
To underline technology’s role in the modern media landscape, screens throughout the new Superlux site are fitted out with period telephones, computers, cameras and office furniture from the early PC era, all modeled in Cinema 4D by Superlux designer Saif Khan. The new website also references tabloid culture, representing the first wave of pervasive media.
