We had the distinct pleasure to interview award winning designer Tom Lindén about their original and creative Campaign Visualizations design work. Tom Lindén is an award-winning communication designer, that makes our world a better place with their original campaign visualizations works.
Tom Lindén ("TL") answered Design Interview ("DI") questions about their award-winning work Jamtland Campaign Visualizations. Interview questions prepared by Frank Scott.
TL : The main principle behind our design was to effectively communicate the client's brand values, which are deeply rooted in their connection to the region of Jamtland. Our inspiration came from the diverse biomes and flora found in the region, which we used as the basis for our floating compositions.
TL : Our main focus in designing this work was to create captivating and accurate visual representations of the diverse biomes and flora from the region. We aimed to showcase the client's products as the focal point within these natural settings, emphasizing the brand's commitment to sustainability and its connection to the environment. By incorporating the client's brand colors as backdrops and using procedural 3D modelling and rendering techniques, we sought to achieve a harmonious balance between the natural elements and the products, ultimately creating visually appealing and meaningful campaign visualizations.
TL : The future plans for these designs are now in the hands of the brand, as our part of the job is complete. We created these visualizations for the brand's launch of their new branding and package design. We are confident that our work will enhance their marketing efforts and effectively showcase their connection to the Jamtland region and nature.
TL : It took us just a bit over a month to design this particular concept. The time spent on the project allowed us to conduct extensive research, create a moodboard, model the plants and products, and render the final images.
TL : We designed this particular concept because the client approached us with a desire to communicate their brand's close connection to the region of Jamtland and its natural surroundings. This design was commissioned and we proposed using a design language that incorporates floating compositions featuring the diverse biomes and flora of the region, with each product as the focal point.
TL : The design we created has been produced for the specific client who commissioned the project, and they have the rights to use it for their branding and promotional purposes.
TL : Designing this particular type of work was inspired by the ideas I already had about creating realistic yet surreal floating nature compositions. When the brand approached us to create campaign material that would reflect their connection to nature, I realized that this concept would be a perfect fit.
TL : This project was a collaboration between myself and Vita Li. Both of us brought our unique perspectives, skills, and creative ideas to the table, which played a significant role in shaping the final outcome.
TL : Perhaps that the flora for each design represent a local microbiome of the region and aren't just selected at random.
TL : Jamtland, or Jämtland as it's actually spelled is the Swedish region where the brand comes from so it felt like a fitting name.
TL : In this project, we employed Houdini as our primary 3D software to model the diverse plants using procedural methods, enabling us to create multiple variations of each plant and arrange the scenes effectively. We also used Moi3D for product modeling and leveraged Octane Renderer to produce the final images in a high-resolution format.
TL : The most unique aspect of our design is the combination of realistic, yet surreal floating nature compositions, which capture the essence of the local flora and biomes while showcasing the client's products as the focal point.
TL : For this design, I collaborated with Vita Li, and we both worked on the project together. We are both generalists, which means we have a wide range of skills and abilities that we brought to the table and aren't specialized in a certain technique or software.
TL : Technology played a vital role in this particular design. The entire project was created digitally using the previously mentioned software tools, which enabled us to achieve the desired level of detail, realism, and visual impact.
TL : We conducted extensive research on the local flora and biomes of the Jamtland region in Sweden. By utilizing various online resources, including websites run by biologists in Sweden, we compiled a thorough collection of data and documentation. This information was organized and incorporated into a moodboard, which served as the foundation for our design. This research helped us accurately depict the plant species and create an authentic representation of the region's natural beauty.
TL : Some of the challenges we faced during the design and realization of our concept included accurately summarizing the local flora biome and its distinct look within small compositions. Additionally, creating floating arrangements with the compositions was challenging, particularly when incorporating water elements that needed to be anchored to the ground while still appearing to float. Furthermore, including the brand's six colors as backgrounds added another layer of complexity to the project, requiring careful consideration to ensure the final images were visually appealing and aligned with the brand's identity.
TL : We thought about submitting something to the competition a while back. At the end of the year, we revisited the idea and went through our various projects to determine which design would best represent our capabilities and creativity. After some deliberation, we chose this design as we felt it showcased our skills and had the potential to stand out among other entries in the competition.
TL : During the design process of this work, I improved my skills and knowledge in procedural modeling using Houdini. This has proven to be very useful, as it has allowed me to create more complex models for future projects.
