Novation Circuit Tracks Animation

Will Gibbons by Will Gibbons | Last Updated:   May 3, 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 teamed up with me to create a cinematic launch video and other media to unveil Circuit Tracks, a standalone groovebox. Needless to say, I was excited.

Purpose

The goal of the video I produced announces the arrival of Circuit Tracks, a standalone, mobile groovebox geared to the producer who loves a good synth sound.

Vibes

Musicians take what they do quite seriously and can sniff out a poseur from a mile away. We really wanted to make sure this video captured the attention of the right audience. Tracks is for the producer who stays up all hours of the night, digs the synth-soaked nostalgic vibes of retro music but stays grounded in the modern sound of electronic music.

Metaphor

I wanted to create two unique sets for the viewer. The animation begins with Circuit Tracks on a concrete plinth with dramatic, yet natural lighting. When Tracks is floating, the lighting becomes very blue, giving off midnight club vibes. This represents where the creator is in his or her head when producing beats, but also performing. The animation concludes with Tracks back in the concrete environment and on a desk to return the viewer to reality and to imagine using the product in his or her own setup.

Research & Development

I try to learn something new or use a new technique on every project I do. In this project, I dove deeper into DaVinci Resolve and Fusion Studio for some more advanced compositing, tracking and motion graphics with the text callouts. For those unfamiliar, DaVinci resolve’s Fusion compositing uses a node-based workflow and while powerful, also comes with a fairly steep learning curve. The images below represent the work behind each shot.

Ownership

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

Process

CAD  – Provided by Novation

Rendering & Animation  – KeyShot 9

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.