Producer : Devang Singh, Sahil Seth and Jeet Sorap
 
YU decided to launch their flagship product, Yutopia. Heralded as the most powerful phone on the planet, the specifications definitely held up their end. With some of the most cutting edge technology, it has the best in terms of hardware for a fraction of the cost (when compared to the competitors) 

We decided to go the route of someone hacking into a server and accessing the plans for the phone. We designed the entire motion graphics package from scratch, evolving their existing brand language allowing us to create HUDs and GUIs that made sense while making the product look good. Here are some style frames we developed as well as taking their brand font (Nexa family) and evolving them to match our needs.

Due to the short production cycle for the project we shot the phone live. We could not have been happier about this. Today most commercials for something like a phone at this price range always go for 3D. It is cheaper and fast to render this stuff out in 3D vs shooting it live action. However given time and budget constraints that 3D is never as good as it should be, which is why we were so happy when we got to shoot the phone in camera. Bolstered by the fact that we got to work with an amazing crew in Mumbai we were ecsatic. 

They also wanted a TVC to go with the digital video so we created the 10 second version that was played across multiple networks at prime time. The tagline for the "tease" was "The real beast is coming". They gave us a brief where they wanted something breaking out of a vault, then just tease the phone for a second. 

We created the 3D in Cinema 4D and the post and motion graphics work in After Effects. 

Here are some of behind the scenes from the shoot and the studio production.