Creative Direction, Content Design, Animation, Editorial

Drawing upon the simple, strong brand elements of Blue Shield, XiteLabs, in collaboration with ANC, produced a series of animated sequences highlighting some of the iconic geographical and architectural landmarks of the San Francisco Bay Area. The final works are on display in the lobby of the Blue Shield headquarters, providing a daily reminder of the beauty of the location, the vital components of the Blue Shield brand, and most importantly, the customers that Blue Shield serves. The rendering and shooting methods lean on analog camera techniques, specifically the tilt-shift approach to shooting live footage. This technique creates pronounced depth of field in the rendered image, and imparts a sense of independent scale in the material relative to the camera position. Tilt is used to control the orientation of the plane of focus (PoF), and hence the part of an image that appears sharp; it makes use of the Scheimpflug principle. Shift is used to adjust the position of the subject in the image area without moving the camera back; this is often helpful in avoiding the convergence of parallel lines, as when photographing tall buildings.

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