In their latest in-house motion project, CD Ilya Perevedentsev and the crew at Superdesigners in Hong Kong contemplate the creative insights and solutions that often arise in that state of semi-consciousness bracketing slumber.

Ilya Perevedentsev: “In the calm before sleep and the haziness of morning, inspiration tends to drop by unannounced. Solutions to daytime puzzles emerge, and new ideas casually pop up in the quiet canvas of the night. NAP LAB is an internal research project about the inspiration that comes to us during nap time.
 

“Are we supposed to believe that insights from dreams should be regarded with the same level of trust as ideas born from intentional brainstorming and creative effort?”

 
“As a starting point for this video we had an AI-generated interior which we transformed into the focal point of the narrative. Creative challenges filled our entire work process as it was not just about creating a project, but exploring attitudes towards the creative process.

“The team reasoned about the balance between trusting the creative impulses that come during slumber and the discipline of deliberate ideation and hard work. Are we supposed to believe that insights from dreams should be regarded with the same level of trust as ideas born from intentional brainstorming and creative effort?”
 
 

 
Production: Superdesigners
CD: Ilya Perevedentsev
Art director: Alexey Tsarev
Designer/animator: Alexey Tsarev, Mikhail Kulikov, Ivan Karimov, Grisha Bespalov, Daniil Karmazin
Lettering: Arseny Arkatov

Sound design: Cadeu