Blurring the boundaries between creativity, communication and activation, Machas's mission is to give shape to your vision and to inspire people.
When Publicis contacted us they were on the look out for some exciting talent to create a video tutorial for energy provider ACEA. The client had recently redesigned their electricity bill and wanted an online explanatory video to guide their customers through the reading, an important communication that it’s vital for the user to understand exactly the nature of the service it’s been provided.
Although there were more conventional animation options at hand, we knew that Coming Soon from the Machas Artist Network were going to make something fresh. Their multidisciplinary style was the right fit to add that creative touch to an otherwise information-heavy message.
The initial idea was to paint the bill and draw each explanations whilst filming in stop motion but as soon as the pre-production phase commenced we came to realise that it was an interesting approach but lacked of the oomph factor. Coming Soon mixed things up by integrating live painting with 2D paper objects, adding a more dynamic feel to the video.
The Publicis crew and Machas’ very own Rossella flew to Belgium to film the video at Coming Soon’s studio. “The pace at which the work was delivered was neck-breaking”, Rossella tell us, “and although Coming Soon were super professional their native language is flemish, and writing in fluent italian is not the easiest thing! The word “é” which means “being” was particularly problematic and they had to re-write a couple of times. Nothing major because after three days of non-stop drawing it was called a wrap.”
The result is consulted online by thousand and thousand Acea’s customers everyday and it’s visible here.