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Welcome to the future of media experience. Meet Dale Herigstad, Chief Creative Officer at Schematic—the company behind some of the most innovative ways to interact with your world. Remember the scene from Minority Report where the Tom Cruise character physically interacts with digital media? Dale was the mind behind that scene—and the mind that is bringing similar experiences to the real world. Dale and his company, Schematic, are transforming the future of user interfaces, brand relationships, and advertising. This installment of Creative Inspirations takes viewers inside their profoundly collaborative and innovative environment—where new ideas seamlessly integrate across multiple platforms. Experience why Dale says, "the interface is the brand."
Dale Herigstad: That first stage I like to call, in my language, sketching because it's really meant to be having designers resist the temptation to start making really pretty documents with lots of Photoshop layers and making it look just one gorgeous frame at the end of the day. What we need to see is a lot of thinking. The sketching in that the work that we do with is more advanced work, which is very dynamic and I have said that motion is so important. Well, that means animation is happening right at the beginning there.
One of the problems sometimes is doing this process where you wait too long to see it animate and actually see it running,and see it working. And then the design process really kicks in later at actually maybe at the same this motion and sketching is going on. You may have kind of a parallel activity of seeing what that current thinking of design, which may be changing, what that looks like in a more finished form. So those exercises are going at the same time. David Vegezzi: I think overall we are really thinking that everything that we are creating is about space. And that space that's created, we are able to create an environment for it for the information and then how do we get from one place to the other. It's kind of like what is the arc? The most successful project has always been from the get-go, when we start and you have probably have seen as Dale does, the white-boarding part of it, coming up with all the information that needs to be incorporated and what is the concept of it.
We white board that and then basically the UX and the Design departments, the creative and designers, everybody goes their own way. And then we come back and we put on the table all the different ideas that we come up with. And the UX and the Design feed off each other from that, and then we start sculpting the piece until it becomes an actual design itself. And EA Sports that we did and tried to integrate the menu system of it, the graphical menu system, the opening graphics. Basically their whole graphical language would become more integrated and more unified through all the games.
We refined their logo, unified it and created a graphical system that became not only spatial to the space but then we used this branding that we created for the look and feel, it would become just very uniform but very much based on their brand. Most of the work and I think it's going to be happening more and more that three dimensional work, the few of the projects that we have done recently that play a lot with light too. The way that how light would reflect into the typography, in connection to activity and the actual space.
The design itself, the visualness of it, is as important as the actual functionality of it. And I think that-- and how it moves and what the movement is of it and what's the feeling of the design. Because you can create a great user interface but then really what is that image that it ends up being and what's the actual feel of it that a person sitting there or watching it from the television, is really feeling what is this piece about? It's not about creating beautiful, decorative designs; it's really coming up with stuff that really functions, but then that design itself is the whole.
The design, everything is the design.
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