Client: Q.I / Hat Trick
QUite interesting- TAking the P
As ardent fans of QI, LIQUID were over the moon to refresh the titles - starting with series ‘P’. Conceptually we wanted to amplify the “QI” factor that appears through the magnifying glass. The QI team were keen to keep the essence of this well loved brand, so to give it an update we used higher end animation techniques (such as the refractions through the magnify glass). Still images become moving ones, typographical ‘water’ sprays out of the glass as a whale breaches the surface or images become ‘parallaxed’ to give them additional depth.
Thanks to the QI team for this opportunity and also inviting us to their Christmas Show (shot in April!).