The brief was to make a short hype video in the style of Apple or Rolex. The requirements were to have the device come out, suspended in the dark and having the camera fly around it with closeups and light bouncing on the shell. The voice over was provided by Augr.
The idea quickly came to make the whole video in a single continuous shot, with the camera revolving around it, reflecting the flow of life and the stories we make.
A long research was needed for the opening shot, the initial idea being to have Augr absorb objects associated with memories. The idea ended up being scrapped.
The product shots are focused of the impeccable surface finish of the device, with blueish and warmer lights reflecting and turning around it. The particles gives a sense of suspended animation to the video.
One of the earliest ideas was to physically showcase the recording abilities of the device by having it morph into a tape recorder when viewed from the back. It is a cool hint at the memories for the targeted audience.
The final shot evolved from a simple fade out to black with the Augr dropping into a CG hand to this more colorful and explosive shot. The progression of the whole video goes from dark to light and color, hinting at the ability of the Augr to give life back to memories.