/ Broadcast Campaign
Anki is a robotics and AI startup that creates physical objects designed to be intelligent and adaptable in the real world. Founded in 2010 by a trio of Ph.D. candidates at Carnegie Mellon’s esteemed Robotics Institute, Anki developed, tested, and launched Anki DRIVE in 2013 to rave reviews.
Their second release, OVERDRIVE, introduces new cars, new battles, and seemingly infinite track combinations built into the game’s evolving storyline. The real upgrade, however, is how the technology amplifies the power of the human imagination and brings people together through play.
In collaboration with Cinco Design, I helped create Anki’s 2016 broadcast campaign, including hero spots for the Overdrive Starter Kit, as well as the holiday launch of Supertrucks.
/ "Leap" :30
/ "Supertrucks" :30
In the early concept phase we decided to stay grounded in the real world, veering away from a full cg approach. Our treatment involved a single shot with a sweeping camera move through a frozen moment in time. By starting close-up on the action and swinging out wide to reveal the players, the camera would need to move much faster than a traditional motion control rig. We tapped our friends at Motorized Precision, a local startup specializing in cinematic robot motion control systems. Using their flagship robot, KIRA, we were able to program precise, repeatable camera moves and focus pulls at varying speeds, capturing solid assets for our cg team to work with.
Holographic UI Elements
We created a holographic UI style to highlight the unseen aspects of the game, exploring the space where the physical world ends and the imagination begins. The goal was to keep the holograms simple and clear, avoiding the temptation to create complexity and distraction. Each graphic element is purposeful, informing the viewer as to what’s happening in the game.
Agency: Cinco Design
Role: Concept, Art Director, Motion Director