AiRT

The challenge

AiRT is an EU-funded project to develop the world's first indoor Remotely Piloted Aircraft System specifically designed for professional use in the creative industries. 

The ability to capture aerial footage is incredibly important to the creative industries. When filming indoors, auxiliary devices such as cable cams, camera rails, jibs, scaffolds or lifting platforms can be employed to achieve aerial camera shots. The rise of Remotely Piloted Aircraft Systems (RPAS), commonly known as drones, provide significant advantages over current photography and filming techniques, as they widen the creative possibilities and freedom of camera movement, are less invasive and risky than auxiliary devices, and more affordable.

However, RPAS cannot be professionally used indoors by the CIs. Existing RPAS lack a precise, robust and affordable indoor positioning system (IPS), as well as advanced safety features. Without a good IPS, the control of the RPAS in indoor environments is particularly difficult and even unsafe. Currently, there are three IPS suitable for RPAS, but these are either too expensive or present too many limitations for usage by CI SMEs. 

The main goal of the AiRT project is to provide the European CI SMEs a tool that, by expanding their creative spaces, will help them to offer new services, which in turn will increase their chances to grow within the European and international markets. To accomplish this objective, the AiRT project seeks to develop the world´s first indoor RPAS specifically designed for professional use by the CIs.

The project has received funding from the European Union’s Horizon 2020 research and innovation programme, and consists of a consortium of four companies: The Polytechnic University of Valencia (the project coordinator), Pozyx, AeroTools, and Clearhead. 

Clearhead's participation in the project involved creating the branding, website and print design, researching CI’s needs for indoor filming using RPAS via a series of focus groups, and documenting the project with film and photography.

Branding, website and print design

The brief called for a clear visual identity which could be used across all of the project deliverables.

The logo was developed by simplifying the temporary logo design, which was based around the image of a compass, into an abstract, angular shape which suggests direction, movement, positioning and mapping, and could represent the blades of a drone or a spinning compass dial.

Focus groups

We have run three focus groups, based in Luton, Valencia and Ghent, to identify the creative industries needs in regards to indoor aerial filming, including ethical / security issues and risk analysis. 

Film

In addition to documenting the international meetings of all the parties involved, we have also produced a documentary film which explains the purpose of the project and introduces the audience to the consortium.
The film was created in a way that allows it to subtly transition between corporate filmmaking and lifestyle, documentary style. The client entrusted us with complete creative control for the documentary film and we are looking to produce a promotional film about the drone itself as well.

Photography

We are responsible for all of the project photography, which is a vital part of the project dissemination plan. To communicate the key messages about the project and to showcase the team, we have produced hundreds of images both from the meetings on location and when prepared in a semi-studio environment. Having a designated photographer and using the same tools and techniques ensures continuity and strengthens the brand identity.

Up next

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Clearhead's challenge was to work with the DailyPay team in New York to develop their content strategy and introductory explainer video, which needed to identify the product's narrative and motivate the audience to delve deeper and find out more about the service.

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