AutoStore

AutoStore is a Norwegian tech company, leading innovation in the field of robotic warehouse automation. Tendril was approached with the task of conceiving and creating a film that captured the elegant futurism of the AutoStore brand and its unique cubic approach to storage.

By installing smart robots on a three-dimensional grid system, AutoStore can produce space for four times more inventory than a traditional warehouse system. On one hand, it is a highly sophisticated and complex system, driven by decades of deep product engineering and code. On the other hand, it is delightfully simple, elegant, and adaptive.

Tendril’s role encompassed design and concept through live action production, CG animation, and delivery. One particularly exciting aspect of this project was teaming up with our friends at Worship to co-direct and CypherAudio to craft the score and sound design. We were blessed with an absolutely incredible team on this project, composed of artists from the studio as well as a hand-picked team of international collaborators.

Using boxes, dots and grids as our basic graphic units, we explored ways to communicate the sorting algorithms the robots use to retrieve products within a bin anywhere on the grid.

Fully immersing ourselves in the technology — speaking directly with the lead engineers at AutoStore — we sought inspiration in sorting and pathfinding algorithms, procedural grids, and spatial subdivision techniques. Our intent was to develop a unique visual language for AutoStore that would convey efficiency and mastery of space and organization.

A key element of the visual language we wanted to create for AutoStore was to depict graphically that the system is incredibly fast and efficient at sorting, retrieving and processing through complex data. Space opened, transformed, subdivided and expanded.

Visual Development

In the brand film we are introduced to a type of warehouse we’ve never seen. It’s a technological work of art.

Procedural FX and RnD

In pre-production, we designed and animated custom user interface elements to depict the control system that is at the heart of the AutoStore grid.

These elements were designed for live on-camera playback and interaction within a custom-built set.

Live Action Shoot

CREDITS

Client: AutoStore

Marketing Director: Magne Hatteland

Production Company: Tendril

LIVE ACTION

Production Co: Tendril

Executive Producer: Kate Bate

Producer: Leah Wesolowski

Co-Directors: Chris Bahry, Nicolas Girard, Rafael Ruiz

Project Manager: Craig Watson

AD: Olga Abramowicz

Coordinator: Brittany Sheahan

DOP: Jeremy Benning
Set Design: Nicolas Girard

Set Art Direction and Build: Jamie Hill

Costume Design and Build: Jessica Clayton

Prop design: Rafael Ruiz

UI Design: Rafael Ruiz, Nicolas Girard, Alex Gee

Hair and Makeup: Shannon Leigh Tallion

Hero Talent: Jenica RatzlaffBG Talent: Iván González

TENDRIL

Tendril Director: Chris Bahry

Executive Producer: Kate Bate

Producer: Leah Wesolowski

Coordinator: Brittany Sheahan

Editor: Alison Gordon

Assistant Editor: Scott Edwards, Oliver Whitfield-Smith

Storyboards: Gabe Sapienza

Concept Art and Lookdev: Chris Bjerre, Vladislav Solovjov, Evaldas Cesnavicius, Toros Kose, Chris Bahry

Head of 3D: Ben Pilgrim

TD Support: Martin Gunnarsson
3D Modeling: Ben Pilgrim, Christian Hecht, Tyrel Scott, Runbo Chen, Marek Denko

3D Animation: Nejc Polovsak, Matt Frodsham, Matias Hansen, Will Sharkey, Martin Gunnarsson, Vlad Solovjov
Look-Dev, Lighting and Render: Nejc Polovsak, Matt Frodsham, Alexandre Veaux, Brad Husband, Vlad Solovjov, Marcelo Souza

Compositing and Colour: Alexandre Veaux, Brad Husband, Chris Bahry

WORSHIP

Worship Co-Directors: Nicolas Girard, Rafael Ruiz

Producer: Greg Benedetto

Writer: Caroline Leung

Mood Edit: Nicolas Girard

Concept Art and Lookdev: Nicolas Girard, Rafael Ruiz

3D Animation: Alex Gee, Nicolas Girard

2D Animation: Alex Gee, Rafael Ruiz, Nicolas Girard

AUDIO

Sound Design + Music: CypherAudio