Fibe TV / Bell
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With words like 'Amazing', 'Brilliant', and 'Awesome' as the centrepieces of this large campaign for Bell's new IP-based television service, the … Read More
With words like 'Amazing', 'Brilliant', and 'Awesome' as the centrepieces of this large campaign for Bell's new IP-based television service, the expectation for visuals was set pretty high. After an initial meeting with the team at Leo Burnett, a 'Droste' style pullback from one TV to another was set as the basic framework of the spot. Back at the studio, following a series of intense brainstorming and sketching sessions, we agreed to take the idea a step further by creating a series of fully fledged 'FibeTV' universes and then bookending them with the classic Bell white world. With each of these universes, our intention was to convey a grand-scale cinematic experience and spectacle that gives the viewer a taste of what only FibeTV can offer. On the production end, we used every tool, trick, and talent up our sleeves and called upon our strongest and most favoured collaborators. Several weeks later, we stopped to look at this melange of giant robots, spitfire's, Pandorean manta rays and misty mountain air balloonscapes—all in :30s and we agreed that it was definitely awesome. If you are in Toronto for the 2011 TIFF Film Festival you can catch the spot cinema-size on glorious 35mm film. Read Less
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As with all our work, a lot of time was spent toiling over concepts, sketching, designing, throwing away and obsessing over details. Below is a small cross-section of that process.