Novation Circuit Rhythm Animation

Will Gibbons by Will Gibbons | Last Updated:   July 1, 2021

Client: Novation

Novation is one of Focusrite’s family of brands that develops and markets proprietary hardware products. Used by audio professionals and amateur musicians alike, its solutions facilitate the high-quality production of recorded and live sound.

Novation hired me to create a cinematic launch video and other media to unveil Circuit Rhythm, a follow-up and companion to Circuit Tracks.

Purpose

The goal of the video I produced announces the arrival of Circuit Rhythm, a standalone, mobile groovebox geared to the producer who loves to make beats. 

Vibes

We really wanted to make sure this video captured the attention of the right audience. Rhythm is for the producer who wants to channel those chill, sunset-drenched, West Coast hip-hop-inspired beats. 

Metaphor

Since the videos for Circuit Rhythm and Circuit Tracks were planned with the two in mind, I wanted to keep the two videos feeling cohesive, but decidedly different. Similar with the Tracks video, I wanted to create two unique sets for the viewer. The Rhythm animation begins with Circuit Rhythm in a casual sun-soaked living room with bright, warm lighting. When Rhythm is floating, the background becomes a gradient of orange, yellow, pink and purple, giving off that sunset vibe and using the packaging color palette. The animation concludes with Rhythm back in the apartment we begin with and on a desk to return the viewer to reality and to imagine using the product in his or her own setup. 

Research & Development

We tried to break away from the popular (often overdone) solid black colored backdrop and high-contrast lighting that’s common with launch visuals. I experimented with different abstract environments and colors to try and focus on creating a less sterile and serious feeling. Below are some of the R&D test images that guided the final direction but ultimately were not pursued in a literal sense. 

Ownership

All imagery shown on this page is property of Focusrite PLC.

Process

CAD  – Provided by Novation

Rendering & Animation  – KeyShot 10

Post Production  – Black Magic Design Resolve & Fusion

Will Gibbons
Will Gibbons is an industrial designer-turned rendering specialist. He's trained and worked with some of today's most recognizable brands and now is focused on creating the best product visualization content on the internet.