Experiential marketing agency Pimento re-launches the Holiday Inn brand this week to an audience of over 2,500 delegates at IHG’s (InterContinental Hotel Group) Pan European conference at Farnborough 5, the new purpose build exhibition and conference venue at Farnborough International Airport in Hampshire.

The week-long series of conferences (from April 7th) brings together owners and investors, general managers, sales and marketing executives and senior staff from IHG, its hotels and franchises at this IHG EMEA world event.

Rushes were approached by Pimento to create a ‘centrepiece’ 12 minute cinematic journey entitled Time Tunnel Experience, which traces the history of the Holiday Inn brand from its inception in middle America in the 1950s through to present day. The film skilfully juxtaposes the iconic events of each decade with the changes and development of the Holiday Inn brand using a different design style to reflect the advances and trends of each decade.

This complex piece will be projected onto a 2.8m-high 48x9 screen using HiDefinition technology and surround sound for a truly visual and aural experience. It was prepared for projection as a 5,376-x-1,080 film by Rushes’ Motion Graphics Team, lead by Matt Lawrence, assisted by Brad Le Riche and Costas Charitou using After Effects and Cinema 4D as the primary designing and compositing system.

The 90 second opener and 60 second teaser were both animated and designed by Brad Le Riche at Rushes using After Effects, utilising titles and 2D graphic interpretations of the IHG brand identity and the EMEA Farnborough design styles. The films were completed over a 6 week period. The opener was completed at a size of 7,484-x-1,080 pixels and is to be projected at a size of 19.5-x-2.8m.