MACHAS

LEONARDOWORX reinterprets ADOBE logo for the launch of the Marketing Cloud

It just take a quick look at Leonardoworx’ social platforms to notice that he is constantly creating new art. The man is unstoppable. Commissioned jobs are sitting alongside personal works in a fascinating world that blurs the line between the two.  It is not uncommon that the boldness and sheer visual beauty of his personal works have inspired clients to commission a similar treatment for their projects — and this exactly is what happened with his latest collaboration with Adobe.

Soon after the release and the success of the Instafluid Series, a series of short animation in which lightweight materials are floating in a nondescript gallery environment, the Californian software giant contacted Leonardoworx to use that treatment on their iconic logo for the launch of their Marketing Cloud.

“The art director of Adobe got in touch after seeing one of my most recent personal projects called Instafluid. It was a series of 15 seconds animations where abstract shapes moved like fluids but had the texture of a fabrics”, Leonardoworx recalls.

“The idea for Instafluid came about as a reflection on 3D software: nowadays it is quite tempting to simulate the physics of everyday lives. But in my opinion is more interesting to subvert the physical laws and find a visual common ground between reality and imagination.”

“Adobe was looking to produce a 13 seconds animation in which an abstract fluid morphs into the Adobe logo. It had to represent a sort of trophy, hence the gold material. First I had to find a balance between shutter-level (including the abstract animation), morphing and the Adobe logo. As the materials had to be metallic, different from the ones used in Instafluid project, I had to do several tests before I could find the right combination of textures and colours. Last but not least, Adobe specifically asked to achieve a look and feel that was less “digital” and “more organic” whilst keeping the logo immediately recognisable - a simple brief but a lot of thought went into it!”

This is not the first collaboration with Adobe: “Correct, I had the pleasure to be involved with The Bully Project Mural, an artwork presented at the Adobe Max in Los Angeles to support the charity which helps raise awareness about bullying. They also used one of my “Nassa series” artwork for the homepage of the Adobe site on the occasion of Black Friday.”

See all Leonardoworx’ previous collaborations with Adobe here
See the previous collaboration between Leonardoworx and Adobe here