Over a sustained period of pitching, collaborative ideation, and production, Taylor James created intriguing, edgy and cinematic videos for PTC, a company that provides digital transformation solutions.
PTC creates increased operational efficiency and transforms how products are created and serviced across occupations, technologies and ways of life. Taylor James showcased the endless possibilities of their services in a brand film, created using live-action, CGI, VFX, animation and stock — and then repurposed a long-form version into a package of striking and aspirational cut-downs for use on digital and social media.
PTC contacted the team at Taylor James with an ask: they wanted a master brand film that they could also extract a lot of secondary material from. Speaking about the brand film, Jay Harwood, ECD, says: “We went through five rounds of creative ideation, while brainstorming the production approach, so we could squeeze as much as possible from the work: stills, motion, social, and more”.
Pre-production | Styleframes
As a full-service production studio, Taylor James were more than up to the task of creating something spectacular within the parameters of the ask. “The brand came to us with a mood board, which they elevated in their initial style frames. We then set out to build a design language that speaks to the digital nature of the brand, with a sense of humanity”, comments Jay.
“One continuous camera move would lead the viewer from scene to scene. In our previsualization phase, we mapped out how we could manipulate the one move to work with the locked script provided”, adds Jay.
Production | Live-action
The live action portion of the project was shot in Argentina. This required meticulous planning on TJ’s part, in order to bring the one continuous camera move to life. The question was "how do we get a bunch of different angles in one move?" The answer was an overhead shot. The room was built on its side, creating a seamless transition that worked effectively and seamlessly.”
Jay concludes: “With a mix of live action, animation, CGI, VFX and stock, we found the solution to a very specific ask and brought a clear vision to life. The variety of scenes in the brand film provided ample footage for a package of cut-downs. This breadth of work allows PTC increased longevity of the material, and the ability to package it again and again in exciting ways.”