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18 March 2020

Ready for take-off.

by Andrew MacGregor


Wacom: “The Creative Journey” - 86s

Tablet computer maker Wacom use flowing animation and a Jon Hopkins-inspired soundtrack to illustrate the creative process in this 90Ē ad. As any artist will attest, it's a process that comprises ups and downs. Lots of downs. Seen from a first-person perspective, itís an especially turbulent flight into the unknown.

Sure enough, directing duo BAT draw viewers into a birdís transformation from black-and-white sketch to flame-hued phoenix via an unfortunate case of birdstrike. There are some dark moments along the way as crimson ghouls pepper the screen, but the overall message is one of handheld hope.


Creative Agency: Iris London Ⓟ Ⓦ
Creative Director: Richard Hayter
Creative: Arash Meshkati / Naresh Subhash
Agency Producer: Matthew Hodges
Film Production: Not To Scale Ⓟ Ⓦ
Director: BAT
Producer: Ed Tull
Executive Producer: Daniel O'Rourke

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