Serial Cut Celebrates 20 Years with SC99
In celebration of their 20th anniversary, creative studio Serial Cut embarked on a visual journey they’ve dubbed SC99: Purely Iconic. The year-long campaign that debuted in January of this year reached its final culmination point this Monday, September 9th, 2019 or, 9.9.19. The date pays tribute to the year in which the brand was incepted and this year, 2019. The endeavor included a film, book release, and event, complete with monthly Easter eggs to entice viewers to keep checking back.
Serial Cut worked with over 50 professionals to produce a film that set the stage for the campaign. In a 7-day production period, their giant team of creatives worked together to create a story that tied together all of the specially curated elements to celebrate their two decades of creativity. The result is literally the biggest production that the studio has worked on.
The film takes viewers on a journey throughout the studio’s philosophy, depicted throughout nine different rooms. Each room focuses on a different value and showcases different acclaimed revisitation of past projects. Before yesterday’s launch, the brand released trailers and teasers that include behind the scenes looks at their process.
“Since the beginning, I wanted to split a giant SC99 logotype in 9 rooms, where each was about some characteristic that defined the studio, so all together is the studio itself,” explained Serial Cut. “In “Renderoom” we talk about the CGI we do, in “Typeblocks” the typography have an important role, in “Digitactile” we show how digital props convert into tactile ones, and so on with the rest of the rooms. In all of them are some well-known projects (that some fans will recognize) but revised, they don’t appear as they were originally. That´s a nice part to look at, there are many details we take into account to make it special and tell the story of the studio in a very free creative and original way. I was the one that wrote the bio of each character, so I include personal details of me or the thing I like or I don’t like. It´s really awesome how the characters come to life when you put them a name and invent their lives.”
Showcasing two decades of work was no easy feat. Serial Cut created a massive compilation piece of the most iconic projects the brand has worked on in the past two decades. The book celebrates their 20 years of work in 544 pages and features the pure creativity the brand has harnessed throughout the years that combines pop culture and surrealism into one. Throughout the year-long campaign, new cover art for the book was unveiled each month that featured one of the nine characters introduced in the SC99 film. The book is available for purchase here.
“The storytelling, as also the concept in an image is the base of everything. Without this, the image can be beautiful, but you probably will forget it sooner than if it also comes with a strong concept. I think many images show a concept behind, we love to blend concepts generating some surrealism or 2 techniques, for instance, tactile and CGI.”
To celebrate the final conclusion of this year-long endeavor, Serial Cut produced an event where their fans, clients, and collaborators could come together to celebrate their years of creativity. The full film was featured on a big screen, followed by a talk about the in-depth process and some behind the scenes moments of the SC99 Book and Film. The event and entire campaign were a huge success, and we can’t wait to see what’s in store for the next 20 years.