Creative Director - Hannah Hamza
Associate Creative Director - Adam Good
Art Director - Simon Lavit
Director: Dave Baeumlar
Writer - Mackenzie Ames
Set Designer - Alisha Hawkins
Editor - Zan Gantt, Blake Godfrey
Animator - Jingky Gilbert, Jesse Stormer, Kyle Bastian
Composer - Dan Schneider
Associate Creative Director - Adam Good
Art Director - Simon Lavit
Director: Dave Baeumlar
Writer - Mackenzie Ames
Set Designer - Alisha Hawkins
Editor - Zan Gantt, Blake Godfrey
Animator - Jingky Gilbert, Jesse Stormer, Kyle Bastian
Composer - Dan Schneider
"My personal ambition remains the same - to be creative, to be modern, to stay one step ahead, to enjoy life.”
- Natalie Massenet
When IBM came to us with a new manifesto, we knew we had to create something bold and powerful that activated their new message. This anchor content, needed to cut through the noise and inspire the IT heroes, the architects of the future.
We crafted a simple metaphor using the movement of silver balls to highlight the difference between the antiquated rigid IT systems of the past and today’s modern dynamic fluid solutions. Casting was key in this process. We chose a strong lead that could deliver the charge with confidence directly to camera and hit his marks meticulously.
Behind the scenes, this was going to be a HUGE undertaking and we needed to bring in the big guns - a technocrane! This amazing piece of technology helped us not only make our day, but also captured all of the metadata needed to create the VFX long before the footage was ever edited. This literally saved us two weeks of manual rotoscoping and tracking. Given that our entire post timeline was just two weeks, the technocrane was an absolutely must.
On top of the complicated shoot, we had the added complexity of different members being in and out of the production. While tag team directing isn’t an ideal situation, our team was laser focused and our secret weapon - the technocrane - helped it all go off without a hitch.
On top of the complicated shoot, we had the added complexity of different members being in and out of the production. While tag team directing isn’t an ideal situation, our team was laser focused and our secret weapon - the technocrane - helped it all go off without a hitch.
