I got the following my inbox today
“congratulations on the film [Free Pixels]. i like the concept but it maybe feels a little corporate. maybe it’s the office setting, the even light & the music. the stop frame is excellent and very cute. i also imagine how difficult it must be do to the inserts and media stretching!”
He was right. Although the film was shot for less than 100 uk pounds in my front living room we wanted the movie to feel corporate. Why ? Because we felt this was where (if anywhere) Brit’s should and will, be inventing stretchy phone and nano robots that form pixels and any other crazy future technology we can imagine. William Stopha had originally set the film in a technical lab but we didn’t think that would convey possibility of this object transferring to a real market. Hence we set it in a corporate work station.
We did a lot of back research on recent concept phone film.
Former Digital Deli business partner Richard Ayres pointed me at a design agency who had created the Mag Plus device concept film. He explained that the concept had gone viral and the chaps in the film were invited to San Francisco to discuss how iPad should work about 3 months before the iPad was released. For me the mix of real and concept worked well as film technique.
We looked at a couple of fully CGI films. The first a stretchy nano device who’s concept video was created jointly by Nokia and University of Cambridge. The other being Mozilla Labs (which came out half way through filming). We dismissed this as a film technique for us. By being fully animated the whole thing felt to futuristic and thus false. Like the adverts for Milton Keynes kids don’t run around with red balloons, sadly. We didn’t even think about how we could achieve those effects in Final Cut or iMovie.
In writing this I feel happy that the film Free Pixels struck the right balance between animation vs live action and corporate vs imaginary.