Strata

Storyblok

A product film for Storyblok's Strata, made in 3D. The subject is software, which has no natural shape to point a camera at, so the work gives it one: a form that carries the structure of the product rather than decorating the outside of it.

That is the whole difficulty of product film for something you cannot photograph.

Giving software a form

Software films fail in a predictable way. They reach for abstraction, the abstraction has nothing to do with the product, and the result is a nice-looking piece that would serve any company in the category equally well.

The alternative is to build the form out of how the thing actually works, so the geometry on screen is describing something true. It constrains the design, and the constraint is what makes it specific.

Everything here is built and rendered rather than captured, which means every frame is a decision rather than a fortunate one.

Direction

Christian Wheeler

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