BOSE

“What’s inside“

For this approach we’ve crafted a narrative that creates anticipation at every moment, with visually engaging vignettes which maintain interest by taking you on a journey of the technology.
All the feature callouts assemble quick enough to understand the technology and the type animation plays with the space to really focus on the description. We really wanted to build a method visually that can editorially cut together with different combinations of the vignettes so that we can cut together easily, with an eye on continuity throughout the deliverables.
We believe that we’ve put together a treatment that will look stunning and remain loyal to the quality that Bose deserves and the fan base that follows.

LOOK + FEEL

There will be the perfect balance of clean product lighting in a simple environment, with just enough information to help show perspective and distance. Lighting will be ambiguous of it’s direction but always lands at the perfect place on any surface and material. Every object will feel realistic enough you want to touch it, shadow and highlights will feel soft, so that we show off the detail and curvature of the Lando earbuds.

CAMERA + EDIT

In these video’s we’ll create a language between the product, the elements and the camera. The three will synchronise together as if they had rehearsed the move a hundred times. As the product moves through the screen we’ll editorially cut through action points so that there is a visual rhythm that connects each moment seamlessly. Throughout the video we’ll use the camera to take us on a journey, each moment will be unique yet flows through each other to keep a cohesive structure.

STORY

Understanding that we are crafting :60, :15 and :06 second videos, we have created a framework and story that can be told multiple ways.
Our journey begins with showcasing our product where we feature the case and both left and right earbuds. Then with a moment of apprehension the product opens up and reveals inner technology that goes into the Bose earbuds.
Throughout our different edits we see all the beautiful elements form different iconic callouts that come together in stunning formations and seamlessly transition from one to another.
On the following pages, we’ve explored a variety of visual metaphors or icons to highlight each innovation and product feature. These are in by no means final or set in stone. What’s most important is that through these current examples, we establish a visual language in how we can tell this story -- but the icons we ultimately choose can always be changed or swapped as we move into development and pre-production.

PRE PRODUCTION ︱storyboard

This spot describes the All-New 2021 GLA-Class as a brilliant new design that allows you to enter a bigger world. We developed an approach that carries elements from this concept and makes use of available assets. We loved the idea of transforming surroundings as the hero car zips through; we weaved this idea throughout the film, with each vignette calling out key features of the bold new 2021 GLA-Class.

PRE PRODUCTION | PATTERN REFERENCES

PRE PRODUCTION ︱ style frame

APARTMENT

Our opening scene establishes the film's design language. In the living room of a young professional's apartment, we introduce the audience to a personality that lives and breathes art. As the room animates and shifts to become more comfortable and luxurious, we grab attention straight away.

DAYTIME

We focused on angles and camera moves that highlight and accentuate the sporty styling of the new 2021 GLA. For the exterior shots, we utilized existing GLA running footage as a foundation to build our world from. The background was augmented, with a mix of CGI and VFX techniques. The world around the car transforms to show the exciting new life that the GLA creates. Buildings transform from boring grey to vibrant, animated colors. Different shots showcase a variety of murals that shift as the car travels throughout the city.

This allowed us to focus our time and budget on animating the environments to grow and change shape, and adding colorful designs.

NIGHTTIME: GLA

As day turns to night, the city lights up. We utilized more existing footage, this time from the 2019 A-Class Video Brochure, and used CGI to replace parts of the car and create the vibrant city scene. Neon signs and billboards shift and follow the GLA as it cruises.

PRE PRODUCTION | ANIMATIC

We worked with CAD data to animate missing shots, which gave us an understanding of the film's timing and composition. After aligning with the Mercedes-Benz team, we finessed the details of each movement, like adding small vibrations, and roll to the car while it turns corners.

PRE PRODUCTION ︱ previs ︱CGI / VFX

The animation phase was ongoing -- we worked continuously to develop photoreal materials and lighting of the GLA, and then applied this look to individual shots.