background
Hollywood is a gate-kept industry, access to capital and expertise is controlled by a powerful few. The means to bring scripts to light on the screen is beyond the reach of most. Within the industry, the processes they use are themselves based on subjectivity and past successes. Apart from these factors, it also requires considerable skill, capital and time.
Celerity aims to disrupt this at each stage.
The 12 week cinema tech accelerator program will use AI, film-making and business expertise to democratise access to capital and film-making expertise. Scripts will be selected based on a unique human expert-AI model, a key section visualised with generative AI, cast and made into a Proof of Value (POV) film, which would be presented to investors on Screening Day and accept investment.
ICD collaborated with the founder, technology entrepreneur, Mr.Ajay Madhok, to design the identity, website and visualise the program of the accelerator.
objective
Celerity is disruptive, in a true sense.
It upsets the established order of doing things in cinema investing. The value it adds comes from speed, technology and craft. If the identity design could surface or hint at these ideas, it would help Celerity set the tone of its innovative character distinctly.
The accelerator program is where all the promised pace and action of Celerity would take place. The program is multi-staged with distinct stages to take a script to screen in 12 weeks. It had to be suffused with pace and creative energy that defines Celerity.
identity design and branding
The Celerity logo is an explosion of light, the fastest thing in the universe, radiating from a center. The custom Celerity logotype sits close to the center. The colour gradient is inspired by cinema, the most colourful medium of storytelling. We imagined the pixels hurtling through space, at the speed of light. Celerity has Red, Green and Blue pixels on an endless black field. These colours combine to make all the colours we see on our screens. It expresses the charge, pace and character of the program.
We made the Celerity brand all about the movies, by referencing stills from iconic movies by the masters of cinema.
On Screening Day, investors get a creative and business plan of each project, called binders. These binders are a key information source for investors to take investment decisions. Editorial design of the binder kept in mind the clarity needed, communicate the scale of the projects and make the Celerity brand a marker of assurance for the investors.
accelerator program and website design
The program is laid out on a website, designed with AI integrations the client wanted, and functionalities for co-creation. The Celerity brand character is expressed using colours, typography and coherent sub-identies.
Each selected script writing team will get access to the program through a website. The website lets the teams work on the script, collaborate with Celerity experts, use AI visualisation integrations, and storyboard for the POV film. It captures the value created at each stage of the accelerator. From selection to screening.
The website design fosters creative collaboration at each step of the script to screen journey of a celerity project.
impact
The accelerator program has accepted its first cohort, with a few projects set to go on floors soon. It has now iterated into a visualisation first cinema application for creators.
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script to screen: hollywood reaches escape velocity
Celerity is a cinema-tech accelerator to turn scripts into bankable film projects, in 12 weeks. To do this, Celerity will combine proven strategies of tech accelerators, generative AI visualisation and film-making expertise of Hollywood. ICD collaborated with the Silicon Valley based founding team to bring Celerity to life with identity, website and program design.
designing a 12 week program to disrupt cinema investing
ICD designed the brand and web product for a multi-staged program—script vetting, selection, generative AI visualisation, casting, direction and shooting—to take a script to a Proof of Value (POV) film which expresses a story’s full potential to investors. The POV film is shown on Screening Day, where investors are invited and can choose to back projects. Each selected writer is given access to the program through a website with functionalities to create, collaborate and submit their work..
building an ecosystem for creative collaboration
The program design required clearly distinguising stages and key well defined outputs. Lightspeed is 12 week program, Prism is the full business package of the POV film. Photon is a key production stage. The identities are distinct in themselves yet they maintain coherence with the Celerity ecosystem.
RGB, the building blocks of colour on screen
A combination of Red, Green, Blue (RGB) make up all colors on our screens, each pixel contains a ratio of these three, from mobile to the theatre. Here, RGB makes up Celerity’s brand colours, exploding in a black space and also used in brand communication applications.
expressing the Celerity brand
Communication material, a visual language, promotional materials extend the brand beyond the digital world and give it a real world manifestation.
small acts of creativity | big business
A set of bright icons suffuse the Celerity system with creative energy that Celerity wants to foster and empower. On Screening Day, investors get a creative and business plan of each project, called binders. These binders are a key information source for investors to take investment decisions.
sharepartner in charge lisa rath, itu chaudhuri | identity design ashok dey, itu chaudhuri | design development ashok dey, pradyut nath, saumya dalal, shreya duggal | website design lisa rath, pradyut nath, shreya duggal | program design lisa rath | alternative identity design concept swaranjali wadhawan | project duration 8 months
