IBM Blockchain

Blockchain is one of the key product that IBM offers to their customers on the IBM Cloud.

The advantage of Blockchain, is being able to track every single transaction, identify each move, exchange, place of origin, manipulation, exchange etc... to offer complete transparency in the trajectory of a product. To prove the point and illustrate the flow, we created a HUMAN CHAIN, that showcased three relevant case scenarios, food safety, diamond industry, and shipping, and narrate a storyline that followed the transformation and path of each a tomato, a diamond and a package unveiling the process every step of the way.

It was important to us that such complex technology got communicated in a very simple and relatable way so that people could understand that it affects all of us in a daily bases.

Casting & Wardrobe

The story relied heavily on the story tellers, and it was key to create strong characters that felt unique and interesting. Each person personifies a role and a step in the human chain, therefor it needs to be identifiable quickly. We wanted the work to have a hint of a surreal element, a highly stylized concept, colorful, vibrant, energetic and modern. The casting and wardrobe were key pieces to infuse the piece with that flavor, a variety of sophisticated yet simplistic outfits and a wide range of expressions and looks. Color blocking, clean cuts, simple materials, original accents, bold colors, every detail counts on a set that is equal parts whimsical and functional.

Choreography

The entire cast had a dance background, for the simple reason that we envisioned the choreography to be graphic and powerful, fluid, a bit abstract, simplistic but striking. conceptually it was important that the notion of fluidness trickled down to every detail of the shoot. We had renowned trained choreographer Natalie Fisher orchestrate the moves of every character, so that the entire human chain had that sophisticated vibe.

Set

The set was built in the shape of a Cloud, a shape that was revealed at the end when the camera zooms out and you realize the entire seamless scenes are connected in this common space. The architecture and art direction were bold and graphic, it spoke to different environments such as a kitchen, a diamond cutters lab, or a factory in china. In order to tell the story, the set had to be flexible yet recognizable, we played with scale and proportions, angles, light and props that brough in a surrelistic element that made it so interesting.