Creative Director – Hannah Hamza
Art Director – Brian Pace
Director – David Puckett
Producer – Alisha Hawkins
Writer – Mackenzie Ames
Editor – Zan Gantt, Caleb Hoopingarner
Composer – Joe Basile
Art Director – Brian Pace
Director – David Puckett
Producer – Alisha Hawkins
Writer – Mackenzie Ames
Editor – Zan Gantt, Caleb Hoopingarner
Composer – Joe Basile
"I'm always thinking about creating. My future starts when I wake up every morning. Every day I find something creative to do with my life”
- Miles Davis
Often the ideas for my favorite pieces come from a tiny kernel percolating in my head, then someone adds to it by saying, “yes and…” or “it’s kind of like [fill in the blank].” That’s what happened with our IBM XIV Storage launch creative concept. As our team discussed the ways the XIV system works we realized it is a seamless, self-contained system that relies on itself to succeed – like a beehive.
The scripting process took a very poetic approach to reveal the beauty of this box in nature, while subtly comparing it to the IBM XIV system. The final piece looks amazing, but the shoot was a challenge. Working with live insects is always risky, especially bees! Our fearless team was up at sunrise, and ready for whatever may come - even making it rain that afternoon, all to capture the footage in a style that made this piece so unique. I learned that with the right team anything is possible – even faking rain.
We also decided to use another medium at our disposal at the time – Vine. As something extra we created several short animated and behind the scenes Vine videos to drive viewers to this anchor video.