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ARMemak Makine
IDMA 2026 — Anamorphic LED Animation
Anamorphic animation produced for Memak Makine's corner LED screen at the IDMA 2026 Istanbul fair. What makes anamorphic work hard is that the illusion only works from a single viewpoint. The refraction angle between the screen's two faces, the distance and height the visitor will actually view the stand from, and the LED's pixel pitch — miss any one of the three and the product doesn't spill off the screen, it just looks broken. The scene was built around those constraints; the bread and dough products break out of the screen's frame into physical space, then resolve into the brand identity. The kind of piece that stops a visitor walking past.
How We Worked
Every project begins with the client's CAD data. The model is simplified, the mechanism is built with its real kinematics, and then we decide what the narrative should show at which moment.
CAD data and technical brief
STEP, IGES or a native CAD format. Alongside it, a short conversation: "what does your customer not understand about this machine?" That question sits at the centre of the narrative.
Model simplification
A production model is heavier than visualisation needs. Invisible detail is cleaned out; separate versions are produced at different weights for rendering and for web/AR.
Storyboard approval
What will be explained in which scene is set down in writing. This step prevents most of the large revisions that would otherwise come later.
Animation and rendering
Real kinematics, correct speed, controlled camera. The mechanism moves the way it works — it is not bent out of shape to "look nice".
Delivery and derivatives
Main video, trade fair loop, social media cuts, catalogue frames and, where needed, an AR/VR model from the same scene.
Related Work
Other projects.
Other work produced with the same approach.
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