Hornet and DROGA5 came together on this spot for Motorola, creating an animated adventure to promote the brand’s newest phone.
“The idea was to express the exciting features of the new Moto G through a beautifully illustrated metaphorical story,” commented Hornet Director Yves Geleyn. “We pushed the idea one step further by introducing live action into the mix.”
To create the mixed media spot, the team utilized a live set to help create a familiar and tactile scenario before giving way to the 2D hero as she dives into her wanderlust dream world. Projected animation, synced to a motion control turntable, was choreographed with precision to the tabletop as it spun in a clockwise rotation. The live action elements nimbly integrate into the background as the the animated environment transforms between scenes. Clean lines, dynamic imagery and a saturated color palette highlight the phone’s capabilities while a highly graphic yet gentle design scheme guides the overall tone.
“Behind the scenes was pretty technical,” Geleyn conceded. “Creating animation to project onto a surface, but also have it interact with objects on that surface, on a moving, live set, and use physical lighting — that took some figuring out. But the spot itself was light and playful, and it made the idea behind it really cohesive.”