Campaign for SOLARCITY.
Produced with 1aveMachine for agency Arnold Worldwide
If you think about it, fossil fuels also contain solar power. These scripts show how much easier and simple it is to obtain energy directly from the sun, showing also the autonomy that solar energy gives us. We had to make the process extremely detailed, showing as many complexities as possible opposed to the simplicity of the single final shot.
The campaign endured because its stories were teaching you something interesting beyond the product. These animations became featured and shared when wanting to show in 30 seconds how the fossil fuel industry works, and this is still relevant today.
We worked alongside stop-motion directors Becho and Mab and shot in CanCanClub, Buenos Aires. The story had to feel very technical, so we had to research everything, every motor, drill or vehicle had a reference in order to make models accurately.
Becho and Mab embraced a low-poly design, that suits technical aspects and built everything in paper, then animated it in stopmotion to add. Technical details animated in scale models are beautiful to watch. We also wanted these spots to have a cinematic style, to feel like small movies. The depth of focus, the camera movements and the light became a part of the story.
The campaign endured because its stories were teaching you something interesting beyond the product. These animations became featured and shared when wanting to show in 30 seconds how the fossil fuel industry works, and this is still relevant today.
Developed with:
Argentina, North & South America, Asia
England, Europe, Canada, South Africa
6 Marryat Square, London, SW66UA
www.allgoodco.org
Roydon@allgoodco.org
