Not that long ago, mobile phones had buttons instead of touch screens. Some, like one of the Kyocera phones in this spot, also opened lengthwise to reveal a full keyboard. The opening and closing of the phone resembled a butterfly and this became the inspiration behind this ad.
In this spot, a phone call from Japan to New York is illustrated as a magical journey by butterflies around the world. The ad agency wanted to create a campaign that emphised the human connection that the technology would enable, rather than focus on tech specs. This led to the use of watercolors, paper, pen and ink combined with a few live action shots to create the look of the spot.
design style frames: