Geodezik, the Montreal-based multimedia company also known for creating images for tours for Justin Timberlake, Swedish House Mafia, Tina Turner, and more, was approached once again to act as artistic director for sections of the video content in One Direction’s On The Road Again Tour.
Geodezik had previously designed content for the band's Where We Are Tour, working with creative director Lee Lodge on that outing as well as other tours. "The studio was more than happy to collaborate with the duo again on this production," says Marcella Grimaux, Geodezik's project manager for the tour. "The On The Road Again Tour also permitted Geodezik to embark in a new collaboration with the talented Kate Moross and Moross Studios on their refreshing new designs."
Grimaux notes that, while no new footage was filmed for this tour, the show design calls for heavy use of I-Mag and integrating live footage into newly created content and additional footage from the previous tour. "There is mostly CG and animation created for the content of this tour," Grimaux says. "As the objective was to give the band a maximum of visibility, the challenge here was to manage the perfect orchestration of live cameras/live content with the animation and content created. With regard to the previous tour, and thanks to Lee’s coaching, we were able to integrate I-Mag more appropriately than before.
The Geodezik team works in Adobe Creative Suite for content creation and manipulation. "We were able to work along side Lee in determining the best use for surfaces," Grimaux says. "Thanks to his extensive experience in television and live recording, he could predict what sections could have live footage and when."
Geodezik participates in the rehearsal process in order to adjust content to scenic, musical, and choreography changes. "Furthermore, this process is beneficial to the video content’s creation process as whole, since all that is created should always live as a whole along side everything else going-on on stage," Grimaux says. "The job is never finished."
Check out our full coverage, sponsored by Upstaging and Kinesys, at our Project In Focus on One Direction here, and check back often for continuing updates.
