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THE BREAK DOWN
" TAXI had just won the Microsoft business and our mandate was to launch the new msn.ca in Canada. We really wanted to go the distance for our new client, so we did. In fact we went half way around the world to bring our simple, beautiful idea to life.
Umeric’s vision of the msn butterfly was exactly what we were looking for. It was sophisticated and breathtaking. Their in depth research and attention to every detail of each butterfly, as well as the transformations, literally breathed life the new campaign.
We may have been in different time zones and sometimes even different days of the week, but when we were working with Umeric we were always on the same page. They shared our vision and brought our TALK MSN campaign to life. The only regret thus far is that we haven’t had the chance to do more. "
Executive Creative Director
We open to a simple open space. A cocoon hovers above the ground. Then a butterfly burst out. The butterfly has objects attached to it. The things are recognisable - like drums, guitars, speakers, cameras.
The camera tracks the flapping butterfly - The abstract butterfly constantly reforms itself into another butterfly - with new objects that reflect the voiceover. It's fun to watch.
The audio is more like sound design, not an audio track. In the end, the butterfly flaps its wings and forms into the MSN talk logo.
INITIAL - CONCEPT ART
CONCEPT ART - CURRENT AFFAIRS BUTTERFLY
CONCEPT ART - CELBRITY AFFAIRS BUTTERFLY
CONCEPT ART - WEATHER BUTTERFLY
CONCEPT ART - VACATION BUTTERFLY
CONCEPT ART - MONEY BUTTERFLY
CONCEPT ART - ENVIRONMENT BUTTERFLY
CONCEPT ART - AUTO BUTTERFLY
CONCEPT ART - MUSIC BUTTERFLY
CONCEPT ART - MEDICAL BUTTERFLY
CONCEPT ART - HOCKEY BUTTERFLY
CONCEPT ART - FROZEN BUTTERFLY
STORYBOARDS - FILM A - INTRO
STORYBOARDS - FILM A - INTRO VR2
STORYBOARDS - FILM A
STORYBOARDS - FILM B - INTRO
STORYBOARDS - FILM B
ANIMATIC - FILM A
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