Nicolas Ménard has created a vibrant animated projection for Ray Ban, From 16th December the 30 second looping animation was projected on to the sides of two prominent buildings in Manhattan and Brooklyn, one on Lafayette, the other on Columbus Circle, for five consecutive days. The brief was to include the words “Get Creative at 116 Wooster Street” in an animation.

Nicolas’s playful, bold animated projection features the distinctive shape of the classic Ray-Ban design in a range of kaleidoscopic graphic 2D and 3D animations on a silent 30 second loop. The signature sunglasses are animated in 3D in a variety of colourful surreal concepts, which smoothly transition from one to another designed to capture people’s imagination and take them on a chromatic journey. Using a combination of 2D and 3D animated visuals in vivid colours, the psychedelic animated projection reflects the vitality of New-York and combines it with the timeless Ray-Ban design. Animated handcrafted multi-coloured typography highlights the store’s address spelling out ‘Get Creative at 116 Wooster Street’ to drive footfall.

'The design approach involved a lot of drawing on A4 sheets of paper, then cleanup in Photoshop.

In a first treatment, I proposed a very fast paced approach jumping from one crazy idea to another with cuts. The goal was to overwhelm the viewer with colourful, surreal concepts featuring Ray-Ban glasses. The address would be communicated between them. The client really liked the visual approach — and ultimately that’s what made them want to work with us — I isolated the best visual concepts and proposed an approach that would involve transitions to smoothly move from one idea to another. That way the viewer would have a feeling of being brought through a little journey rather than being bombarded with visuals'. - Nicolas Ménard