IBM - Glow
Glow is the story of Jane, a young lady who lands her dream job at a large corporation. At first, she radiates energy and enthusiasm. However, she quickly learns that her colleagues are heavily burdened by menial tasks. Eventually, Jane’s enthusiasm succumbs to the repetitive tasks, and her glow fades. She becomes another humdrum employee. Ticking, tapping, going through the motions. Until—IBM Automation comes in and relieves her, allowing her to break free of the chains of monotonous, repetitive low-level tasks.
Her cognitive energy is freed up, and she’s able to focus on work that matters. To ensure maximum visual impact and cultural relevance for a global audience, we worked hand-in-hand with our agency partner Myriad to shape the Glow script and mold the story. We wanted to make the project nuanced, emotional, and slightly flawed—in a good way. What better way to tell a tech story than by using cel animation—the hand-drawn, frame-by-frame technique invented in 1914?
Glow is the story of Jane, a young lady who lands her dream job at a large corporation. At first, she radiates energy and enthusiasm. However, she quickly learns that her colleagues are heavily burdened by menial tasks. Eventually, Jane’s enthusiasm succumbs to the repetitive tasks, and her glow fades. She becomes another humdrum employee. Ticking, tapping, going through the motions. Until—IBM Automation comes in and relieves her, allowing her to break free of the chains of monotonous, repetitive low-level tasks.
Her cognitive energy is freed up, and she’s able to focus on work that matters. To ensure maximum visual impact and cultural relevance for a global audience, we worked hand-in-hand with our agency partner Myriad to shape the Glow script and mold the story. We wanted to make the project nuanced, emotional, and slightly flawed—in a good way. What better way to tell a tech story than by using cel animation—the hand-drawn, frame-by-frame technique invented in 1914?
Glow is the story of Jane, a young lady who lands her dream job at a large corporation. At first, she radiates energy and enthusiasm. However, she quickly learns that her colleagues are heavily burdened by menial tasks. Eventually, Jane’s enthusiasm succumbs to the repetitive tasks, and her glow fades. She becomes another humdrum employee. Ticking, tapping, going through the motions. Until—IBM Automation comes in and relieves her, allowing her to break free of the chains of monotonous, repetitive low-level tasks.
Her cognitive energy is freed up, and she’s able to focus on work that matters. To ensure maximum visual impact and cultural relevance for a global audience, we worked hand-in-hand with our agency partner Myriad to shape the Glow script and mold the story. We wanted to make the project nuanced, emotional, and slightly flawed—in a good way. What better way to tell a tech story than by using cel animation—the hand-drawn, frame-by-frame technique invented in 1914?
Glow is the story of Jane, a young lady who lands her dream job at a large corporation. At first, she radiates energy and enthusiasm. However, she quickly learns that her colleagues are heavily burdened by menial tasks. Eventually, Jane’s enthusiasm succumbs to the repetitive tasks, and her glow fades. She becomes another humdrum employee. Ticking, tapping, going through the motions. Until—IBM Automation comes in and relieves her, allowing her to break free of the chains of monotonous, repetitive low-level tasks.
Her cognitive energy is freed up, and she’s able to focus on work that matters. To ensure maximum visual impact and cultural relevance for a global audience, we worked hand-in-hand with our agency partner Myriad to shape the Glow script and mold the story. We wanted to make the project nuanced, emotional, and slightly flawed—in a good way. What better way to tell a tech story than by using cel animation—the hand-drawn, frame-by-frame technique invented in 1914?
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BTS Reel
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Credits
Client
IBM
Agency
Myriad
Agency Creative Director
Max Zampieri
Agency Executive Producer
Chris Young
Agency Senior Producer
Drew Grimes
Scriptwriter
Kate Cortesi
Motion Design Studio
BIEN
Creative Director
Hung Le
Executive Producer
Ricardo Roberts
Creative Director
Reece Parker
Illustration
Reece Parker
2D Animators & Compositors
Hung Le, Reece Parker
Cel Animation
Reece Parker, Henrique Barone, Adam Henderson, Erich Reimers, Dennis Wardzala, Salvador Padilla
Custom Music Score
Sono Sanctus
Sound Design
Sono Sanctus
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