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BUTTERFLIES

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. "
Stéphane Charier
Executive Creative Director
TAXI CANADA.
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







FILM
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



















ANIMATION TESTS
ANIMATIC - FILM A
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