Clear is a US-based service providing the next generation of mobile internet services. Their WiMax technology allows mobile users to get broadband speeds on the go. For their launch campaign, Clear wanted to target the early adopter market with an information film highlighting the benefits of the service.
Clear didn’t have a script but wanted the film to fit in with their overall marketing campaign. Airside’s first task was for our content team to go through all their promotional material. We then wrote a script highlighting the service’s main benefits, while basing the action around three key character types from Clear’s target audience definitions.
Our design team set about creating these characters along with a world that would tie in with the Clear brand. A key issue was finding a visual metaphor to explain the range of the service’s coverage – Clear did not want an umbrella type idea as this has negative associations with pollution, so we came up with the idea of radiating lollipops, which solved the problem.
The final film is a complex mixture of 2D and 3D animation, all directed and animated by Airside. Airside also commissioned the soundtrack, sound fx and voice-over.
