A Personal Story
LoopWheels
An animated short about Peter Lau and the wheels he uses. Loopwheels put suspension inside the wheel of a wheelchair. That reads as an engineering detail right up until you hear what a kerb, a cobble or a badly laid pavement does to somebody who crosses one several times a day.
Peter recorded the narration himself, which set the register for everything else in it.
The interview is the script
There was no brief. The story came out of several conversations, and the work was finding the shape in what Peter had already said instead of writing him a voiceover to read back.
It changes the animation too. Once the words belong to somebody, the pictures have to keep pace with real speech, which pauses in all the wrong places for a script and in exactly the right ones for a person.
Alongside the short we built an extended product visual of the suspension working, for the sales network, the site and social. The short earns the interest. The product visual answers it.
LoopWheels
An animated short about Peter Lau and the wheels he uses. Loopwheels put suspension inside the wheel of a wheelchair. That reads as an engineering detail right up until you hear what a kerb, a cobble or a badly laid pavement does to somebody who crosses one several times a day.
Peter recorded the narration himself, which set the register for everything else in it.
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