Edgar Carmona states “Being a fan of action sports and growing up with numerous friends associated with that culture, I had begun to notice (once attaining a more keen eye for design) that there was a lack of design language that effectively communicated the raw energy, focus, and athleticism involved in events such as the XGames and GRC (Global Rally Championship), in comparison to more mainstream sports organizations like the NBA, NFL, or even other action sports organizations such as the Street League (skateboarding) and Winter Olympics (i.e. snowboarding). I saw this as a great opportunity to both explore a potential solution to my observation and to apply my design language and concepts to something that I had never previously applied them to.
My main concept for the video’s theme and effects revolved around one of the main sponsors; GoPro. I noticed that while watching previous event promotional videos and highlight reels, about 60–70% of the video captured was either from some sort of drone equipped with a GoPro, or with the GoPro actually mounted on the cars themselves. That is when the idea of using kinetic static, screen tearing, and impact glitches dawned on me. Through the use of strategically placed static pops and screen tears, I could give the illusion that the typography was recovered from a collided camera and also in real time reacting to the action of video behind it (which due to crashes, broken footage is a common occurrence). If successful, it would convey the danger, physics, speed, and energy behind RallyCross.”
“With regard to the pacing of the video, I wanted to have a buildup, that way when the sport is finally introduced in all its glory, the viewer has already had time to learn where the event will take place and can focus purely on the footage, music, and typography effects. Once that is over, the video is concluded with when and where to tune in for the live coverage so that the “call to action” is the last thing that they remember and stays embedded in their minds.”
Concurrent to my process on the project, I also had the fortune of being in a marketing class. This allowed me to think in a more commercial and corporate way. I find that most designers jump right into the design process and start generating content based on what they like and find design appropriate, rather than what would be a good fit for the already preexisting corporate culture. This step is what gives any project that extra added element of believability (and in my personal opinion gives the designer more credibility since he/she is actually designing for someone else, instead of for themselves and then hoping that the client enjoys it as much as they do). This really allowed me to take a step back and filter out all of the unnecessary effects, stylistic elements, and themes that I felt would either not fit with the event, or make the video itself not as believable (in terms of it actually being a potential commercial).”
“All throughout the editing, tweaking, and final production process, I asked several colleagues and professionals already in the field for their advice, feedback, and thoughts. Overall the video turned out exactly how I envisioned it and think that it was effective in capturing the message, style, and nature of the sport… all with a little space still left in there for me to add my signature.”