IBM + Pearson – Human & Machine
“You see this theme in stories, where humans and machines have been sort of pitted against each other. But in reality, we’ve been working together for a very long time. If you think about it, that’s what automation really is. Having machines do what they do best, and letting people focus on what we thrive at—which is empathy, creativity, nuance, and subtlety.” Adrian Henderson, Pearson
Myriad Media tapped us recently to create a :90 customer reference video about how IBM’s client, Pearson, is using AI to transform how education will look in the future. The idea was straightforward—use an audio interview of a Pearson employee to tell the story. The execution, however, was not straightforward. We used a variety of techniques, starting with 2D illustration and animation as a baseline. We then used Cinema 4D to create robot invaders in the alien invasion scene, a floating cell in the classroom scene, and morphing planets in space into splitting mitochondria. All while keeping the 2D painterly look that was used throughout.
As part of our inclusive design approach, we wanted to highlight the fact that Gutenberg did not invent the printing press. It was actually invented by Bi Sheng in China, hundreds of years earlier. It’s astonishing that this isn’t common knowledge in the Western world—let’s change that narrative, starting today.
Check out some of the assets and a behind-the-scenes process video below.
Behind the Scenes Process
Agency: Myriad Media
Agency Creative Director: Daniel Cook
Agency Executive Producer: Chris Young
Agency Senior Producer: Drew Grimes
Custom Music Score: Daniel Cook
Sound Design: Daniel Cook
Motion Design Studio: BIEN
Executive Creative Director: Hung Le
Executive Producer: Ricardo Roberts
Art Director: Carlos Alegria
Illustration: Carlos Alegria
2D Animators: Carlos Alegria, Rocio Cogno, Mac Wojcik, Sianey Montes de Oca
3D Modeling + Animation: Hung Le
Cel Animation: Dennis Wardzala