This is how I began my project. A simple pre-composed text layer containing my spirit font, Futura, and a grey solid to represent the floor. I changed them to 3D objects so I could rotate them, and then added a 2D black solid background.
After that, I added a point light and a null object, and set the light to track the null object, which let me control how the light shined through the letters. I then made a white solid and used the ellipse tool to cut a circle out, and created an adjustment layer with the CC Fast Blur effect to create the blurring around the light source.
I then added some "smoke" to the scene by creating some solids with a Fractal Noise effect on them, making an ellipse, creating a Solid Composite effect on the layer, and setting it to the Screen blending mode. I also set the floor and light to the Screen blending mode, so that they would all be visible even if they were laying on top of each other. I also began to play with color curves at this point, giving the smoke and light a slight reddish-orange tint. I then duplicated the smoke layer twice more and gave them each a different size and distance from the camera.
Though it's hard to tell due to the small image size on this post, I then duplicated the text layer twice and gave them a Bevel Alpha effect to create more depth. I also began to give the smoke clouds some animation, keyframing the evolution of them so that they would swirl around in the background.
After all of this, it was mostly just polishing. I continued to play with the color correction, giving the scene a deeper, more orange hue. I also changed the mask feathering on the light source, so that it blended into the smoke clouds, rather than being like a large spotlight shining through. I also added a camera rotation to the scene, to show how the light shines through the letters at different angles. After that, I rendered it out and felt awfully good about myself.
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