Hadjo Media called upon Superlux to bring its talent for creating engaging, seductive visual stories to networking technology with a provocative brand message for the IBM-Juniper Alliance.
The production company collaborated with the design/animation/VFX boutique to create Mutualism On a Global Scale, a two-minute brand film that showcases their clients innovative state-of-the-art networking solutions. Tasked with crafting a message that was colorful, dynamic, and relevant to a diverse audience, Superlux, which has built a reputation for crafting bold moving images that intimately connect viewers and brands, was in its element.
IBM-Juniper Alliance is a consortium of thinkers, engineers and global problem-solvers dedicated to building a Smarter Network, says Mark Falls, co-owner and creative director of Superlux. The more we thought about networking, the more we saw the interrelationships of the natural world. Taking our cues from the organic environment, we used images of nature to create a resonant organic backdrop juxtaposing the tale of a business category - and a dynamic partnership - that are truly symbiotic of the IBM-Juniper offering.
The project began at the concept phase - with Superlux creating a variety of motifs and design languages and initiating a collaborative dialogue with the clients as their design and FX team focused on identifying and expanding upon the strongest visual solutions that most dynamically express the essence of the brands message.
Our client, Hadjo Media, has done a lot of shooting and editorial work for IBM Digital Video Services (DVS) the Atlanta-based unit of IBM. DVS often calls upon outside creative companies for production and post services. Due to our strategic relationship with Hadjo, this job was a great fit for us, says Falls.
The brief for this job was to tell the story of the alliance between two separate corporations, IBM and Juniper, a tangible entity that seeks to market itself as a distinct alternative to standard-issue networking solutions. The message, Networking is evolving. It is business critical. Innovation is important, positions it as a unique alternative to traditional network solutions because it presents more effective and customizable options.
IBMs teams were the primary target audience for this message, as they spec out network solutions as part of broader integrated software-hardware-personnel implementations. Because these groups are dynamically structured, with diverse missions, fluid personnel and a decentralized hierarchy - the message had to be crafted in a way that was relevant to a wide audience.
Falls, who helmed his team as they explored various approaches to translating their ideas into a complex and versatile graphic system, notes, We did a lot of initial conceptual groundwork, and the one theme that stood out was the way networking mirrors natural ecosystems. Our approach was to overlay the technology aspect with nature imagery. We found a great quote from molecular biologist Lynn Margulis, which set the tone: Life did not take over the globe by combat, but by networking. Once we came up with the central framework and the idea of juxtaposing nature footage with diagrammatic animation, we made a conscience effort to avoid buzz words in the messaging and steer the text towards more natural language.
Superlux initially created style frames for three concepts, presented them to the client, got their feedback, and then set about reimagining and recombining the elements they designed (which all made it into the finished product) for the various scenarios. Its team created the graphic representations of network architecture using a combination of 3D and 2D with plug-ins, and choreographed the text with the action as it unfolded in an organic blend of footage and animation.
Hadjo principal and director, Rob Rogers, and producer, Steve Brooks, were very supportive of taking a strong conceptual approach and leading with visuals and animation, and gave a lot of latitude throughout the creative process, says Falls. The collaborative working relationship that Superlux has developed with them was key to the success of the project.
The budget required that we work with stock footage, so selecting and editing the footage, and giving images from a variety of sources a unifying color and look was an important component of the job, adds Falls. Bringing the concept to life from such a variety of source material and original animation was a challenge.
The 3D approach allowed the designers to finesse lighting and color to play though the graphics and imbue the footage with an ethereal feeling using a distinctively vibrant magenta-violet palette.
Superlux art director, Eric Carros, and designer, Stephen Delorme, also edited the footage, which allowed the company to seamlessly follow their distinct creative vision through the process of marrying the 3D and live footage.
Having worked closely with Superlux on several projects over the years, we knew we could count on them to deliver quality work, say Rogers. They act as an extension of our company, seamlessly, and deliver on time and on budget.
Superlux is all about bringing strong ideas to life with seductive motion, utilizing design as the unifying force that determines aesthetic, technique, and logistics, says Falls. The IBM/Juniper branding package gave us an opportunity to devise an agnostic execution of the integration of concept and technique. We were inspired by the process of interpreting a global clients messaging, and proposing and executing a concise expression across multiple disciplines.
About Superlux:
Superlux is a one-stop creative resource dedicated to the moving image. Our passion is crafting seductive visual stories that intimately connect viewers and branded content. Our expertise runs the gamut, from creating spots, promos, IDs, web content, bro
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
03/05/2024
An innovative learning tool to help media and civil society better understand ho...
03/05/2024
PARK CITY, UTAH - JANUARY 21: (L-R) Actors K stutis Cic nas and Greta Grinevi i t , Director Marija Kavtaradze and Producer Marija Razgute attend the 2023 Sunda...
03/05/2024
If you aren't familiar with Danny Ocean's music, it's only a matter ...
03/05/2024
Spotify has an unwavering commitment to supporting emerging artists across all genres, to helping them launch and thrive in their careers, and to connecting the...
03/05/2024
Como uno de los sonidos de mayor expansi n en el mundo, la M sica Mexicana va m ...
03/05/2024
As one of the fastest-growing sounds worldwide, M sica Mexicana is more than jus...
03/05/2024
NEW YORK FuboTV reported that it lost 110,000 subs in Q1 2024 but it exceeded its guidance for the quarter with double digit year-over-year increases across key...
03/05/2024
Only 3 Weeks Left To Enter The Creative Industries Most Award
Brie Clayton May 3, 2024
0 Comments
Creativepool is giving a last call to the creative i...
03/05/2024
WePlay Studios Transforms the Future of Live Event Storytelling with AJA Gear
Brie Clayton May 3, 2024
0 Comments
By 2032, the esports market is expec...
03/05/2024
WASHINGTON Shannon Bream, Fox News Sunday anchor and chief legal correspondent, sat for a keynote chat at The Business of TV News, with Tom Umstead, senior co...
03/05/2024
WASHINGTON Asked how important is local news, Martha Raddatz, who has covered foreign conflicts for decades and moderated presidential debates for ABC News, s...
03/05/2024
Sony Pictures and Apollo Global Management have made a $26 billion cash offer fo...
03/05/2024
CBS announced its 2024-2025 primetime schedule, which features the new dramas NCIS: Origins, Matlock and Watson, and new comedies Poppa's House and Georgie ...
03/05/2024
Sports-focused streaming service Fubo said it reduced its red ink in the first quarter, despite losing 110,000 subscribers since the end of the year....
03/05/2024
Walmart is reportedly about to release a new 4K streaming box/smart speaker hybrid device for Google TV that could retail for as low as $50, according to a repo...
03/05/2024
Enhancements to its Delivery Workspace solution provide increased content delivery robustness and security
By Matthew Corrigan
Published: May 3, 2024
Enha...
03/05/2024
According to reports, if the bid is successful, Sony would be the significant majority shareholder of the new private company
By Jenny Priestley
Published: M...
03/05/2024
Located in Manchesters Spinningfields district, the course aims to equip students with the skills, knowledge and industry insight for a career in the creative s...
03/05/2024
Lightbridge has created a new Cine Reflect Lighting System kit, dedicated to enabling artistic lighting with consideration of today's productivity practical...
03/05/2024
Broadcast media systems integrator BeckTV and Lawo worked together on a large-scale AES67 build of radio control rooms at KPBS, San Diego's NPR and PBS memb...
03/05/2024
Raleigh, NC, April 12, 2024 SmallHD announces PageOS 6, a powerful software update free for owners of SmallHD monitors, featuring increased functionality, exp...
03/05/2024
SmallHD announces the Quantum 32 a new 31.5 OLED monitor designed to provide reference HDR/SDR images for post-production final color grading, as well as cri...
03/05/2024
By 2032, the esports market is expected to grow to $9.29 billion, bolstered by a global player count and fan following that both continue to climb. The 2023 Lea...
03/05/2024
Amagi, the global leader in cloud-based SaaS technology for broadcast and connected TV (CTV), today announced that the 11th edition of the Amagi Global FAST Rep...
03/05/2024
Riedel Communications today announced that Westdeutscher Rundfunk (WDR) is relying on a media and intercom network based on Riedel technology for the renewal of...
03/05/2024
Broadpeak , a leading provider of content delivery network (CDN) and video streaming solutions for content providers and pay-TV operators worldwide, announced t...
03/05/2024
Media technology innovator Limecraft will exhibit the latest updates to its online platform on stand G79 at the 15-16 May 2024 Media Production & Technology Sho...
03/05/2024
Audio interface specialist Prism Sound is partnering with console manufacturer Solid State Logic, professional monitor manufacturer PMC and acoustic panel and d...
03/05/2024
Intinor, Sweden's leading developer of products and solutions for high-quality video over the internet, is set to join forces with its UK partner Zest Techn...
03/05/2024
NAKIVO Inc., a fast-growing software company dedicated to protecting physical, virtual, cloud, and SaaS environments, announced its Q1 2024 financial results to...
03/05/2024
Hiltron Communications announces an addition to its range of satellite communication products and systems: a field-upgradable motorisation kit specifically desi...
03/05/2024
Visit LiveU at Stand D30
With this year an exceptional one for major sporting events alongside multiple, key elections, the power and flexibility of LiveU'...
03/05/2024
Agile Content, the leader in the development of technology and solutions for the provision of television services over the Internet, announces Koldo Unanue as i...
03/05/2024
Eight co-signers representing streaming services, pay TV operators and public interest groups have sent a letter to Congressional leaders urging their Committee...
03/05/2024
BOSTON Brightcove has announced that it has implemented Amazon Q Business, a new generative AI assistant on Amazon Web Services (AWS)....
03/05/2024
NEW YORK CBS has declared that it will finish the 2023-24 season as Americas Most-Watched Network in primetime for the 16th consecutive season....
03/05/2024
A new survey indicates that U.S. businesses and consumers had an overall positive attitude towards their technology spending plans in the first quarter of 2024,...
03/05/2024
Sony and Apollo Global Management have sent an offer letter to Paramount Global's board of directors making an $26 billion all cash offer for Paramount Glob...
03/05/2024
EMG / Gravity Media has appointed Charlie Cubbon chief operating officer (COO) and Jamie Hindhaugh regional CEO for the U.K., U.S., Australia and the Middle Eas...
03/05/2024
Final 2024 Season Games to Air Saturdays on WRAL at 10:30am in May, Championship on June 1
Taping for the final episodes of the 2024 season of WRAL-TV's Br...
03/05/2024
Estrella MediaCo said it is expanding its connected TV portfolio by launching three new channels with Curiosity that will first appear on Samsung TV Plus....
03/05/2024
Nielsen said that actors' union SAG-AFTRA has selected Nielsen as its third-party provider of streaming content measurement....
03/05/2024
Cineverse said it has released a public beta version of cineSearch, its artificial intelligence-based system designed to help users find content to watch....
03/05/2024
Court TV said that its series Accomplice to Murder with Vinnie Politan is returning for a second season beginning May 5....
03/05/2024
Paramount Advertising said it is working with Mastercard and research and analytics company EDO to measure the impact of advertising campaigns and improve their...
03/05/2024
WASHINGTON The panel The Growth of Local Programming happened at The Busines...
03/05/2024
Katz Media Group said that Craig Broitman will become president of the company, succeeding Leo MacCourtney, who announced that he is retiring effective July 1....
Hadjo Media called upon Superlux to bring its talent for creating engaging, seductive visual stories to networking technology with a provocative brand message for the IBM-Juniper Alliance. 
