Motion design · 3D · Brand
The 3D film AGEYE ran at its Indoor AgCon booth
3 min read
Role
Animator and 3D Modeller
Timeline
Jan - Mar 2023
Scope
Motion design · 3D · Brand
Industries
Indoor vertical farming
Outcome
Trade show loop at Indoor AgCon 2023
\
One film for the whole platform
A better way to grow is a 3D film that explains AGEYE to a grower thinking about scale, without putting a single dashboard on screen. I modelled and animated it in Blender, and it ran on the company’s booth at Indoor AgCon 2023.
The brief
Scaling an indoor farm is overwhelming, and that is the feeling the film had to start from. Plant health and development, environment, energy use, input and labour costs all move at once, they all affect each other, and a grower is expected to hold the lot while committing to yields. Explaining that to a room by listing the data sets makes it sound like more work, not less.
So the brief was not to describe the software. It was to put an audience inside the complexity for a moment, then show it resolving, which is an argument a literal product tour cannot make: a tour of screens shows what the platform has, not what it takes off your hands. I treated the medium as the constraint. Nobody pauses an animation to read a value off a gauge, so every idea in it had to survive as a shape, a direction of travel and a colour, and anything that needed a caption was cut at the script stage rather than after it was rendered.
The solution
I built the film as one connected machine, abstract rather than literal. A sphere stands for a reading. They arrive faster than anyone could track, then the motion orders itself and every sphere ends up in a place of its own, so the argument lands as a feeling before it lands as a claim.
The structure is a machine where each part trips the next, which an audience follows without being told how. That is what lets the film stay abstract and still read as cause and effect.
The process
The first week went on the script. Once that was settled I set the treatment and style, then cut an animatic, so the timing and the order of ideas were fixed before anything got modelled.
Each shot was then modelled in Blender and optimised so it could actually be rendered: hardware was the constraint, and rendering took longer than every other stage put together. The finished shots were assembled and graded in After Effects. Fixing the script first is what kept the render queue from becoming the schedule.
The impact
What AGEYE got
The film was made for AGEYE’s booth at Indoor AgCon 2023, where it ran on a loop. On a trade show floor it does the work nobody has time to do in conversation: a passer by gets the argument in under two minutes, without a demo and without anyone standing next to them.
Nothing was measured after delivery. What it changes is where the conversation starts, because the person who stops has already understood what the company does.
