Mixing tactile 3D explorations and live-action, the design and animation team at Buck craft a smart and smooth product film for Microsoft’s Surface Laptop 5 full of “abstract, magical moments.”
From the team at Buck: “The goal was to capture the features of Microsoft’s Surface 5 through natural and organic elements that appeared as a mix of both technological and raw materials.
“When we hit upon the theme of ‘spectrum lighting’ and a play on color, everything fell into place. These design themes became the connective tissue throughout the film and represented the distinctive essence of the Microsoft product.
“It was also an exercise in editorial storytelling that was informed by the designs and visuals. We were constantly looking for interesting ways to cut and transition through shots and keep the story moving, with our focus on the product’s features.
“Divining the best interpretations of the product’s features came with iteration and lots of it. We spent oodles of time on design and R&D coming up with the best way to showcase and explain each feature. Design, animation, and render went hand-in-hand, refining all the way up until delivery.”
Group Creative Director: Thomas Schmid
Executive Producer: Russell Greene
Creative Director: Dan Gregoras
Associate Creative Director: Guillermo Zapiola
Producer: Adam Hughes, Gwynne Evans Reid
Associate Producer: Chloe Soares
Head of 3D / 3D Supervisor: Bill Dorais
Art Director: Chris Phillips
Storyboard: Tucker Klein
Design: Auron Luxe, Hogan Williams, Johana Kroft, Nachei Sanchez, Tom Moore, Will Burkart
Technical Director: Jose Fuentes
Compositing: Carl Mok, Jeff Billon, Tamir Sapir
3D Animation: Auron Luxe, Hogan Williams, Nachei Sanchez, Will Burkart
2D Animation: Bran Dougherty-Johnson
Editor: Cameron Kelly
Colorist: Michael Dwass
Music: Sounds Like These
Mix: Sounds Like These