Barcelona-based Spot Studio has once again raised the bar in the ever-evolving landscape of CG design and commercial animation, releasing a striking and technologically dazzling new brand film. This latest project brings together iconic independent eyewear brand Etnia Barcelona and renowned Argentine-Spanish contemporary artist Felipe Pantone in a visual collaboration that blurs the traditional lines between physical product design, high art, and digital imagery.
Known for their sophisticated 3D exploits and cutting-edge visual storytelling, the creative team at Spot Studio has crafted a vibrant, glitch-infused universe for the collection. The film serves as a dynamic exploration of color, movement, and human perception, translating Pantone’s unmistakable aesthetic into a fluid digital medium where eyewear transcends its everyday utility to become part of an immersive, shape-shifting environment.
The Intersection of Contemporary Art and Digital Design
At the core of the collaboration is a shared fascination with optical effects, bold color palettes, and kinetic energy. Directed by Nicolás Cañellas at Spot Studio, the brand film dives headfirst into the intersection of modern artistic expression and cutting-edge computer graphics. According to the studio, the project is designed as a collision of distinct visual forces, where physical design elements dissolve and reassemble within an ever-changing world dictated by light, form, and motion.
Drawing direct inspiration from Felipe Pantone’s distinctive visual language—frequently characterized by high-contrast color bands, distorted typography, optical patterns, and a distinctly digital, glitch-driven sensibility—the creative team built a bold visual experience. In the film, Etnia Barcelona’s eyewear frames are not merely showcased as fashion accessories; instead, they are integrated into complex, multi-dimensional compositions that evoke digital interfaces, geometric structures, and futuristic environments.
The animated sequences feature transparent frames equipped with vibrant, rainbow-toned lenses, bearing the subtle circular signature logo of the artist. These physical objects interact seamlessly with abstract digital constructs, ranging from floating geometric cubes and coordinate axis icons to ribbed glass panels and mechanical components that evoke a sense of precision engineering combined with kinetic chaos. In one of the film’s most striking visual moments, a Pantone-inspired smart eyewear frame seemingly deconstructs, disintegrating into a digital scatter of colorful cubes and floating geometric fragments against a clean, minimal background.
Crafting the Visual Landscape
Bringing this complex vision to life required a meticulous approach to 3D modeling, texturing, and animation. Under the creative direction of Nicolás Cañellas, who also served as art director and lead designer, the Spot Studio team focused on establishing a seamless harmony between the tangible qualities of the eyewear and the ethereal, digital nature of Pantone’s art.
The technical execution was driven by a tight-knit production unit. Animator Ezequiel Leiva brought the static elements into fluid motion, ensuring that the transitions between geometric order and digital distortion remained smooth and hypnotic. Meanwhile, 3D modeler Leandro Fernandez meticulously crafted the intricate assets, from the transparent frames and precision-engineered mechanical components to the detailed callout boxes and technical coordinate data that frame several of the film’s compositions, lending an air of technical authority to the vibrant artistic chaos.
Complementing the rich visual tapestry is an immersive sound design crafted by Facundo Capece. The audio landscape enhances the futuristic and glitch-heavy atmosphere of the film, utilizing sonic textures that echo the mechanical movements, digital transformations, and spatial shifts occurring on screen. Together, the audio and visual elements create a cohesive brand film that functions equally as a high-end commercial piece and a genuine celebration of contemporary creative expression.
The collaboration marks another significant milestone for Etnia Barcelona as the brand continues to bridge the gap between traditional craftsmanship and avant-garde contemporary art movements. By partnering with a globally recognized figure like Felipe Pantone and entrusting the digital execution to the innovative minds at Spot Studio, the resulting campaign successfully positions eyewear not just as a consumer product, but as a wearable canvas for the digital age.
