Those who participated in Digitalks this year, which ended this Thursday afternoon (25), in São Paulo, were able to get a closer look at the backstage of the creative process of the short film “A Linha”, produced by Árvore, a production company that works with a mixed model of startup and creative studio.
The event brought a conversation with the creators of the film in virtual reality (VR), which already collects international awards, such as the Emmy, in the Innovation category – the main award of world television, Taiwan Festival, in China, reference in virtual reality, and Venice International Film Festival.
On the opening panel of Digitalks were the director of the film Ricardo Laganaro, former producer O2, and also Ruben Feffer, from Ultrassom Produção Audio, who signs the soundtrack, in addition to Fed Grosso, CEO of Adobe. They talked behind the scenes of the project, in a panel moderated by writer and speaker Martha Gabriel.
Process
As the project director explained, the studio received financial support so that the team could dedicate themselves to artistic and production work, without having to worry about finding resources.
As the Tree has the logic of startup investments, it is supported by VC (Venture Capital) funds, with the objective of scaling its products, using technology.
In the case of the virtual reality project, totally unprecedented, the team had to create processes and teams from scratch, as there were no previous references to serve as models. In this case, the startup used typical innovation business tools, such as agile methodology, MVP (minimum viable product) and squads – small multidisciplinary work teams.
The soundtrack composed of chorinhos and waltzes – one of them unreleased and played by Feffer during Digitalks – was essential to carry the emotion from the beginning to the end of the story and was inspired more by theater than cinema, as the musician explained in previous interviews. .
The 15-minute short film has voices by Rodrigo Santoro, in the English version, and by Simone Kliass, in Portuguese. It was the first to use a VR goggle technology that lets you interact with the experience using your hands and body rather than conventional controls.
It tells the simple story of love and routine between Pedro, a newspaper delivery man, and Rosa, a florist, in the city of São Paulo in 1940. The scenery is a model and the dolls reproduce wooden toys from the time. It has future and nostalgia in one story.
Challenges
According to Ruben Feffer, from Ultrassom Produção Audio, “since it was an open project, if someone arrived saying they knew how to do it, we were already sure that person would not work. As a multidisciplinary narrative, we had to count on professionals from different areas, such as theater, games, 3D specialists”, he says.
According to professionals, the main challenge of the project was dealing with detachment. “Not having a fixed idea, in the context of innovation, is essential. It is important to let go of the idea of control, from beginning to end”, concludes Ricardo Laganaro, director.
Featured Photo: Ricardo Laganaro, director of “A Linha” and Martha Gabriel, writer and speaker (Credit: Disclosure)
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