A REAL LIFE DIGITAL DREAM (REALLY)
Let’s cut to the chase: this is not CGI. Every ripple, flow and smooth gradient was created in the studio and in camera. Good right?
To showcase the premium experience of Acer's latest laptops IOIA created a wondrous magical work to highlight their features in hyper-reality, and left viewers spellbound. The series of videos were a testament to the enduring power of handmade craftsmanship and camera work, with an aesthetic that danced between soft and warm vs. cool and flashy gradients.
IOIA embraced the challenge, translating five key features of the Swift series into distinct visual stories. The idea of ‘allday power’ unfolded through mesmerising colour gradients, while ‘empowering multitaskers’ showcased a balancing act set. The team brought 'ultra-light, modern & thin' to life with a delicate dance of materials, and ‘antimicrobial protection’ played out with bouncing 'microbes' off the screen. Finally, 'the perfect picture' emerged in the pristine setting of a cityscape.
The magic unfolded through sketches and visual references, carefully selecting materials to create smoother than smooth gradients. In a moment of hands-on magic, the team found themselves working as a harmonious crew, orchestrating the ripple of perfect water and transforming a textile pillar with a gust of wind – a meticulously choreographed sequence of movements captured on camera.
In the end, Acer's "The New Wonderful" wasn't just a showcase of laptops; it translated their vision into a tangible, magical reality. Crafted with humble processes and a touch of wizardry, this project showcased that in a world often dominated by digital effects, the art of the handmade still reigns supreme.
Client ~ Acer
Direction ~ Insane
Art Direction ~ Studio IOIA
DOP ~ Boas van Milligen Bielke
(Post) Production ~ MediaMonks
2020
