Creative Director - Hannah Hamza
Art Director - Mack Garrison
Director - Mack Garrison
Writer- Susan Cokas
Set Design - Cory Livingston
Editor - Mack Garrison
Animator - Cory Livengood
Composer - Dan Schneider
Art Director - Mack Garrison
Director - Mack Garrison
Writer- Susan Cokas
Set Design - Cory Livingston
Editor - Mack Garrison
Animator - Cory Livengood
Composer - Dan Schneider
"Happiness lies in the joy of achievement and
the thrill of creative effort.”
- Franklin d. roosevelt
It’s no secret that tape storage is often thought of as archaic so it doesn’t get much marketing love. However, when IBM Tape Storage wanted to announce that they were cloud-enabled, we jumped on the chance to do something different to make tape cool again.
The idea to create an entirely practical piece was a creative challenge our team was excited to take on. Who doesn’t like miniatures and learning how to shoot on a turntable? But first, It started with a bold script that personified tape and chronicled him through the years - keeping up with the times.
We front loaded our pre-production time knowing, the devil is in the details. We had to visualize each scene, plan out every shot, storyboard, send sketches to a miniature prop house, create some props ourselves, and then, of course, have an entire day just to build the set, light the scenes, and practice using the turntable. The actual shoot day was a breeze compared to all the days leading up to it!
We documented our process because creating anything from scratch is a feat to be proud of.
We documented our process because creating anything from scratch is a feat to be proud of.