FIREBELLY DESIGN
“Combining all the disparate pieces into something cohesive required an overarching treatment to help unify things,” says producer Antonio Gar­cia, discussing Firebelly Design’s 2007 Promotional Reel. Presenting a summary of the firm’s best work made over the previous year, the reel also highlights favorite clients and memorable moments. “I think the look could be called vintage storybook,” Garcia says, likening the approach to “something from a child’s dream.” While client imagery is reframed within Firebelly’s own narrative, in the end, he stresses, “The aesthetic is decidedly pluralist.”

Because the piece is the culmination of a year’s worth of work, it was important to Firebelly that inherent qualities of each element were maintained while weaving them together into something new. “That had to be planned way ahead of the actual motion design,” Garcia says. “Picking out the music first helps, because then there’s a backbone to edit to.”

Exploring the possibilities of how to move the viewer through the work and figuring out how static elements from favorite projects interact was fun for the team. “The video is intended to share our portfolio as a moving piece, engaging the eyes and ears, and to demonstrate to anyone—students, clients, potential team members, other studios—what we’re capable of,” says Garcia. “It’s also a celebration of a successful year—many jobs well done.”

Although the firm is extremely flexible and varied when it comes to the work, each of its projects has a distinct “Firebelly look,” characterized by hand-drawn illustration, letterpress print­ing, salvaged ephemera, graffiti and an emphasis on typography. What Garcia can’t stand are over-slick sites and motion work, where style trumps substance—something he assiduously avoids. “I think that’s why so many younger designers are revolting by incorporating hand-drawn type, lo-fi effects from the ’80s and out­sider art in their work,” he says. “They know they don’t need giant budgets and complex visual effects to tell a good story or make a point.” Trying on new styles and looks is something he feels is very important for design studios; that design is well served by subdued palettes, simpler pieces, quiet moments and inspiring visuals that resonate in a down-to-earth, “human” way.

After Effects, Illustrator, Photoshop and Final Cut Pro were the site’s main building tools, along with a significant amount of hand illustration, traditional animation and scanned paper textures. The result pleased everyone and has become a company calling card, used as an opener when Firebelly lectures at design schools, and given to potential clients and collaborators.

“We learned the benefit of planning as much as possible with storyboards and notation,” Garcia says, “before just jumping into the animation with both feet.” Dana Rouse

FIREBELLY DESIGN | CREATIVE DIRECTOR/ART DIRECTOR: DAWN HANCOCK | MOTION DESIGNER: CHARLIE SMITH | PRODUCER: ANTONIO GARCIA | WWW.FIREBELLYDESIGN.COM