Our process started with a deep dive through IBM’s extensive visual history. Combing through prospective office renderings, we disected how time-honored design principles were expressed vis-á–vis architecture. After several workshops with IBM’s team, we collaboratively wrote a script that could show off key spaces, while striking a more inspirational, lyrical tone. Being involved in the scripting process also helped us to determine the edit driven approach from the very start.
A key challenge was balancing concrete, 3D places with abstract ideals. Concepts which were better exemplified through other approaches – 2D, illustrated, photographic. To bridge these different looks, we forged compositional links from scene to scene in the storyboard phase. These strategic match cuts are the glue that create coherence and flow.
We then worked closely with composer, Ambrose Yu, to build the music simultaneous with the animation. Working in dialogue allowed us to find those satisfying moments of sync, where everything feels like it falls into place.