
For the launch of the Purl single circuit linking power system, I partnered closely with the industrial designer of the product to creative direct and produce a captivating launch video showcasing the innovative modular design.
Employing a full CGI workflow gave the team complete freedom to design a flexible interior space which perfectly matched the various use cases for the product. Product strategy formed the creative framework for the collaboration, using an iterative approach to the design, exploring and employing a variety of spatial archetypes for the final setting.
Opening Storyboard Frame
Final Opening Frame
Dynamic power cords and cables played a key role in the art direction of the video. It was critical that we were able to art direct and style their shapes, movements and timing.
This need required the development of a custom tool for cord creation and animation, designed using a procedural node system.
Cord Creator takes a custom bezier curve as an input then generates a cord that can be animated. It allows real-time cable wrangling, visual styling, and even swapping different plugs in and out.
Selected Work