URWERK - UR120 :: Behance

URWERK //

UR-120 // BY I-REEL

Our work with the URWERK watch brand the last 20 years has always followed the theme of science fiction. We've blasted spaceships into a totally square universe, flew cybernetic birds, imagined robotic armor, created dystopian universes...Here we wanted to continue this exploration using the codes of cyberpunk, relying on founding authors of the genre such as Philip K. Dick, Masamune Shirow or even Katsuhiro Ōtomo
This project was completed in a very short period of time, 10 days from the start of the animatic to the final rendering.

MOVIE //

UR120

CONCEPT //

AESTHETIC //

Regarding the concept of the film, we gave ourselves 3 lines of thoughts.

First we wanted to work on "low-key" / "high-key" renderings in order to give a very strong visual impact, referring to the contrasts found on monochrome, paper printed, manga boards. For several years we, at I-reel, have loved working with matte renderings, which are in line with current cinematographic trends and we particularly follow the visual work of the director of photography: Greg Fraizer. Indeed the URWERK 120 watch has only 2 colors, gold and red. All the work on the materials is a complex interplay of shades of gray, brushed, pearl, bead-blasted, steel and titanium that intertwine...The alternation of these black and white flashes create a beautiful visual dynamic, and comes to support the touches of red.

CONCEPT //

GRAPHISM & TYPOGRAPHY //

Second, we wanted to create a sharp graphic universe, with large flat colors or voids, reminiscent of the layouts of cyberpunk manga such as Akira.

Plus we looked for 2 additional fonts that could layer on top of each other to help us bring out that punk and tech vibe (much like the Tokyo Ghost comic book covers) We easily found the first font, it is obviously called: "Cyberpunk 2077" and is available for free on all download sites, it was created by CD PROJECT for the game of the same name "Cyberpunk 2077".For the second typo we turned to the typography designers "swisstypefaces" and chose their KRSNA font which is just amazing! She exudes something tribal and violent, and her glyphs are superb.

By superimposing the 3 fonts (2 font + logo) we get something really edgy (you can see the intro animation in the animated GIF at the top of the page).To this we have added some small stealthy motion design inserts; inspired by the manufacturing plans of the watch, as well as a minimalist graphic dressing. There is inspiration from comic book posters or CD covers.Besides, we can read some small quotes from the URWERK universe, such as: "Timepieces, blending tradition with futuristic vison"

CONCEPT //

RENDU & REALISATION // RENDERING & FILM MAKING

Thirdly, concerning the realization we have long liked sequence shots in I-reel, and especially when it is a question of "exploring" the movement or the dial of a watch, in particular when it is an URWERK. We love when the camera slips into impossible places, and come as close as possible to textures and gears. With URWERK, it has almost become one of our compulsory trick!