Beyond The Black Event Opener

Marketing Promo

Client | Blackline
Production | Buff

BlackLine is a leading provider of cloud software that automates and controls financial close and accounting processes. They help customers move into modern accounting by unifying data and processes, automating repetitive work, and driving accountability through visibility.

The Challenge

Annually, BlackLine hosts a global event series called ‘BeyondTheBlack’. For this year's event, the Buff team was entrusted to create an engaging event opener video that would align with their brand identity and set an electrifying mood for the entire event, displayed across three large screens.

The primary challenge was working with BlackLine’s branding, which was still in development and offered only flat, 2D assets with no established motion identity. Our task wasn’t simply to animate these elements, but to define a motion language that felt cohesive, respected the brand’s professionalism, and could extend well beyond the event opener.

We also faced significant time and resource constraints. While a simpler 2.5D format was technically feasible, we confidently advocated for a strategic blend of 2D and 3D shots. We pushed for this approach for two reasons: firstly, it allowed us to highlight key parts of the script, and more importantly, it was the only way to deliver the unforgettable ‘wow’ factor the clients and their audience deserved.

The chosen soundtrack shaped the entire creative process, with shots cut to the rhythm for a seamless, cinematic flow.

The Solution

We took the brand’s existing 2D identity and transformed it into a full 3D world. This shift created a stunning transition and a powerful visual metaphor for the client’s ‘BeyondTheBlack’ theme.

Designed primarily for the stage, we treated the piece as a cinematic experience. The visuals were engineered to “stretch and spread” across the three screens, creating the illusion that the audience was entering a new dimension. By analysing the specific screen aspect ratios provided by the client, we optimised our designs for the wide format and safe areas from the very start. This technical consideration, combined with intricate animated lighting, gave the final product a sleek and polished finish.

We used on-screen text from the client’s script instead of a voice-over to ensure clarity in a noisy event environment, and added an extra layer of sound design to bring each moment to life. Visually, we followed the brief for a dark, sophisticated aesthetic by using fluid gradients, subtle distortion effects, and intentionally slow, deliberate pacing. Punctuated by dynamic bursts of motion to create depth, intrigue, and a refined overall finish.

The Impact

Ultimately, the BlackLine project was both technically and creatively rewarding. We are grateful to have developed a strong client relationship built on trust, enabling us to explore creative freedom throughout the process. Through good planning and team-wide collaboration, we were able to produce something we’re proud to have delivered despite the constraints along the way.

In addition to the main opener, our brief included designing a walk-on sting - a short, exciting animation to accompany speakers as they took the stage. We began our exploration by drawing upon the established visual language of the event. This process ultimately led to the creation of an elegant yet adaptable sting that the client's audio-visual team could easily customise for each individual speaker.

This project stands as a testament to what can be achieved with complete client trust and creative freedom - resulting in a polished, cinematic opener that set the tone for the entire ‘BeyondTheBlack’ event and contributed to the evolution of BlackLine’s emerging visual identity.

“Buff is an incredibly professional and talented team to work with. We were very happy with the final product and it perfectly communicated the high energy and playfulness that we wanted our new Fresco brand to convey. The visuals were stunning and there was a great balance between animation and photography that gave the video an extra edge. Everything was delivered on schedule with sufficient turnaround times for feedback.”