Creative Director - Hannah Hamza
Director - Hannah Hamza
Producer - Alisha Hawkins
Writer - Mackenzie Ames
Editor - Paula Juri
Composer - Joe Basile
Director - Hannah Hamza
Producer - Alisha Hawkins
Writer - Mackenzie Ames
Editor - Paula Juri
Composer - Joe Basile
“There is something special when creative people get together.”
- Joy Mangano
Have you ever been brainstorming for a project and hit gold… just not the right gold for the current project? That’s where we found the inspiration for what we call “the orchestra piece.” The idea for this video came from our composer during a brainstorm session for a completely different project, but a few days later I was tasked with concepting an event opening video for IBM Flash Storage, and I knew we already had our idea. For this event opener in London, our team put together an elegant, classical music driven piece that spoke to the parts of IBM’s Storage portfolio coming together to create a powerful performance – just like an orchestra.
We scripted a story that played along with the flow and feel of the pre-composed track, but to give our client a better idea of what the final piece would look like, we decided to go a step further than storyboards. Our team put together this animatic that not only helped the client see our vision, but it was instrumental in planning out each shot and transition in this multi-location shoot.
We scripted a story that played along with the flow and feel of the pre-composed track, but to give our client a better idea of what the final piece would look like, we decided to go a step further than storyboards. Our team put together this animatic that not only helped the client see our vision, but it was instrumental in planning out each shot and transition in this multi-location shoot.
Power Performance Animatic
And once we began planning this shoot, the challenges began. Days before the shoot, the school and student orchestra we secured fell through. So how do we create the look of a full orchestra, with a budget that doesn’t support a full orchestra, in a matter of days? Clever angles, patient extras, and a team assembling rented instruments brought this piece to life in a magical way. Working our way through this two day shoot with snow, frozen toes, multiple locations and lots of hot chocolate taught me about the importance of having a creative and collaborative team on a piece from beginning to end.
Along the way, our team filmed behind the scenes footage to capture the fun and eccentricities of this unique piece. From last minute cancellations, to frozen fingers, to real studio recording, we got it all on film.