We had already sold in the print campaign for “It’s How You Put It Together” when the client came back and asked for video. Our first thought was to focus on the assembly – how seemingly disparate items can turn into a brilliant whole. To take a bunch of Legos, for example, and make a portrait out of them.
Once we started shopping for a production company and met these folks, we decided to flip the script and start with the finished objects. All the spots take place in an art gallery environment where mysterious things seem to happen. Sort of like “Night at the Museum” where exhibits come to life when no one is looking.
The exception is the “Rocks” spot where each stone is assigned a flavor and stacked to communicate both complexity and balance. All the spots are 100% computer generated. Crazy.