Tendril’s Brand Film for AutoStore is a Feast of Engineering Elegance
AutoStore is a Norwegian tech company leading innovation in the field of robotic cube storage automation. Simply put: it is a warehouse sized vending machine.
By installing smart robots to a grid system, AutoStore can produce space for four times more inventory than a traditional warehouse system. It is used in large eCommerce operations like Puma in LA, and for smaller storage facilities, like Gucci in Florence and everything in between.
During a time of growing eCommerce vs green energy system needs, AutoStore have certainly established itself as the pioneer in the future of warehousing. “We’ve been developing our system for over 20 years and are experts in our technology, but the beauty of it is not that the robots use 100W or the carousel-mechanism at the ports - it is all the incredibly sophisticated technologies that work together efficiently, making it look like the most natural thing in the world,” says AutoStore’s Marketing Director Magne Hatteland.
Tendril Studio teamed up with Worship to produce an elegant, sci-fi inspired brand film. Their first challenge was to truly immerse themselves in the technology by speaking directly with the lead engineers at AutoStore. Only then could they truly distill this sophisticated technology system into a clear message that triggers the imagination of all viewers.
To capture the beauty of this robotic choreography, Tendril sought inspiration in sorting & pathfinding algorithms, procedural grids, and spatial subdivision techniques.
Using boxes, dots and grids as our basic graphic units, we explored ways to communicate the sorting algorithm that the robot uses to retrieve a product within a bin anywhere on the grid.
“Our intent was to develop a unique visual language for AutoStore that would convey efficiency and mastery of space and organisation,” says Nicolas Girard, Co-Director at Worship.
“AutoStore has a dual nature. On one hand, it is a highly sophisticated and complex system, driven by deep product engineering and code. On the other hand, it is delightfully simple, elegant, and adaptive. The voice we imagined for AutoStore brought together the best of these qualities: the sophistication and minimalism of Apple, combined with the visionary futurism of brands like SpaceX, Tesla, or GE,” adds Chris Bahry, CD and Partner at Tendril.
Credits
Client: AutoStore
Marketing Director: Magne Hatteland
Production Company: Tendril
LIVE ACTION
Production Co: Tendril
Executive Producer: Kate Bate
Producer: Leah Wesolowski
Co-Directors: Chris Bahry, Nicolas Girard, Rafael Ruiz
Project Manager: Craig Watson
AD: Olga Abramowicz
Coordinator: Brittany Sheahan
DOP: Jeremy Benning
Set Design: Nicolas Girard
Set Art Direction and Build: Jamie Hill
Costume Design and Build: Jessica Clayton
Prop design: Rafael Ruiz
UI Design: Rafael Ruiz, Nicolas Girard, Alex Gee
Hair and Makeup: Shannon Leigh Tallion
Hero Talent: Jenica Ratzlaff
BG Talent: Iván González
AUDIO
Sound Design + Music: CypherAudio
VO: Matt Ellis
TENDRIL
Tendril Director: Chris Bahry
Executive Producer: Kate Bate
Producer: Leah Wesolowski
Coordinator: Brittany Sheahan
Editor: Alison Gordon
Assistant Editor: Scott Edwards, Oliver Whitfield-Smith
Storyboards: Gabe Sapienza
Concept Art and Lookdev: Chris Bjerre, Vladislav Solovjov, Evaldas Cesnavicius, Toros Kose,
Chris Bahry
Head of 3D: Ben Pilgrim
TD Support: Martin Gunnarsson
3D Modeling: Ben Pilgrim, Christian Hecht, Tyrel Scott, Runbo Chen, Marek Denko
3D Animation: Nejc Polovsak, Matt Frodsham, Matias Hansen, Will Sharkey, Martin
Gunnarsson, Vlad Solovjov
Look-Dev, Lighting and Render: Nejc Polovsak, Matt Frodsham, Alexandre Veaux, Brad
Husband, Vlad Solovjov, Marcelo Souza
Compositing and Colour: Alexandre Veaux, Brad Husband, Chris Bahry
WORSHIP
Worship Co-Directors: Nicolas Girard, Rafael Ruiz
Producer: Greg Benedetto
Writer: Caroline Leung
Concept Edit: Nicolas Girard
Concept Art and Lookdev: Nicolas Girard, Rafael Ruiz
3D Animation: Alex Gee, Nicolas Girard
2D Animation: Alex Gee, Rafael Ruiz, Nicolas Girard
