CREATIVE DIRECTOR/DIRECTOR
COMMERCIAL
EXPERIENTIAL COMMERCIAL
NARRATIVE
MUSIC VIDEO
credits
Agency:VENERABLES BELL & PARTNERS
Production Company: 1st Ave MACHINE
Director: BENJAMIN STEIGER LEVINE
Concept & design: BENJAMIN STEIGER LEVINE
Art direction:BOB PARTINGTON
Creative director: AARON DUFFY
Build: TOM TALMOND STUDIOS
Cinematography:WILL REXER
CASE STUDY
Google was launching it’s fiber optics network and wanted to visually communicate the evolution of speed from dial up, to broadband to its new world of fiber with toy cars.
We set out to build and design these three worlds. Moving from an extremely congested city to a freeflowing vertical city.
I wanted the exeperience to feel magical and astounding but have oodles of DIY charm. CGI manipulations, even stop motion animation would undermine the real time nature of the experience. It had to be 100 percent in-camera.
I had always wanted to move mountains with magnets. So why not puppetter the cars from beneath. We had to test strength, friction, resistance over and over again to get it all flowing just right as complex tubes and pulley systems were built into our set.
Our blue hero car would eventually travel past phone bridges and spam bandits to reach fiber freedom.