WD Ultrastar®
Using thier latest ePMR technology, Western Digital developed the world's first 11-disk UltraSMR HDD.
To celebrate this milestone, ELA Advertising invited us to create a film showcasing the product and its groundbreaking technology.
Exceptional craftmanship.
We dedicated the first part of the video to highlight the precision and expertise required to create the best devices on the market.
We explored various visual approaches to represent data storage and illustrate the groundbraking advancements achieved by WD.
To visually distinguish between the real and digital worlds, we used contrasting color palettes: monochrome black and white to represent the precise, physicial realm, and vibrant, playful colors for the digital world.
Process
We dedicated a lot of time to experimenting with data visualisation - how it works, how it's organized, and how we can represent it symbolically without creating too much dark, overly technical look.
Credits
AGENCY
ELA Advertising
DESIGN & DIRECTION
Abra.Network
MUSIC & SOUND DESIGN
Giovanni Dubini
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