Virgin Media Switchover
Calling all landlines.
A ribbon of reassurance, undulating copper, bursts of 3D, a motion language of modernisation, old to new, copper to fibre, a digital future for Virgin Media’s landline customers.
On the back of a national copper-to-fibre upgrade of their landline phone network, Virgin Media needed to spread the word to all their customers. They called upon long-term partners Art&Graft to create a visual campaign that could do just that.
With a focus on reassurance, particularly for elderly customers, the brief from Virgin Media was conceptually open and it was up to the A&G studio to develop the visual concept, storyboards and motion language for the campaign.
To represent the transformation from copper to fibre and emphasise the uninterrupted service throughout this upgrade, the studio arrived at a flowing ribbon representation of this new fibre network.
Accompanying this ribbon was a broader visual 3D language; connected homes and exploding pound signs, to compound the messaging of the script.
"One aspect I particularly appreciated is the significant degree of freedom granted by the client, allowing us to leverage our expertise in visual storytelling. For instance, they entrusted us to craft a new visual narrative even though they already possessed a distinct fibre network identity".
HsiJen Liu, Senior Creative at Art&Graft
VISUAL DEVELOPMENT
The creative team achieved the continuously glittering, rhythmic flow of the ribbon through intensive, iterative exploration of visual development, styleframes and motion tests.
The result is a cinematic, shifting, glinting flow of connectivity – with the final film accompanied by a static image campaign as press images in national and local newspapers.
Credits
Designed, Directed & Produced by Art&Graft
Executive Creative Director — Mike Moloney
Head of Production — Tom Bromwich
Creative Director — Stephen Middleton
Creative Lead — HsiJen Liu
Junior Producer — Simona Somma-Mullins
3D & Compositing — HsiJen Liu
Storyboards & Animatics — Morgane Billault, Jack Chang, HsiJen Liu
Audio Mix & SFX — James Rodgers
Virgin Media
Senior Producer — Nikki Concannon
Senior Advertising Manager — Abigail Ridgwell
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