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The celebration of minimalism by Gabriel Boicel

The celebration of minimalism by Gabriel Boicel The celebration of minimalism by Gabriel Boicel
Nomen Nescio’s new brand campaign video, created by Swedish art director and 3D artist Gabriel Boicel, marks an exciting moment for the brand as it expands its presence. The video, designed to fit the cinematic atmosphere of a movie theater, brings a slightly dramatic and impactful approach to elevate the brand’s recognition. The concept highlights a glimpse into the world of Nomen Nescio, leaving a lasting impression on viewers, with a subtle nod to the brand’s name and its store location in Helsinki.

“The minimalism in the video was inspired by the concept of taming chaos – using small light elements to tell a captivating story,” Gabriel explains. “It was nice to take the Nomen Nescio identity into a more abstract world. Due to the video being shown in a cinema context, we made sure to try to keep the feel quite epic while also toning it down to fit the minimalistic mood.”

At the heart of the project was Gabriel’s deep connection to the Nomen Nescio universe. The process allowed for exploration of visual style and creative techniques, with the freedom to experiment, given the collaborative nature of the project. 

The video is currently being shown in Riviera movie theaters. 

Art Direction: Gabriel Boicel
3D Design: Gabriel Boicel
Graphic Design: Pasi Kortström
Producer: Pasi Kortström
Copywriting: Jenni Rosenström