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Jun 21, 2019

Building the Future

The new year is already over a month in, and here at Slow Clap, we’re taking the time to reflect on the growth we experienced in 2018. We had some amazing production opportunities that challenged us creatively and operationally. A highlight was working with GitHub on a brand video that launched their marketing campaign leading up to GitHub Universe 2018, their biggest annual conference and event.

Approach

We worked with GitHub’s creative team to develop a story that would highlight the open source community on their platform, and how collaboration can have a domino effect of positive change. To visually demonstrate the use of collaboration, our teams decided to create a story inspired by GitHub open source projects from all over the world, in all different industries, and with all different applications. Projects like Open Bionics, a VR medical training simulation, the da Vinci Surgical System, NASA’s Mars mission, and so many more got our creative brains buzzing. But at the center of it all, we knew this video had to be human, and feature the real human impact that GitHub’s community has in the world.  

Execution

Style, Look, & Locations

This project took us around the world, to a neighboring planet, and back again even though we never really left the Bay area. We filmed in approximately 11 different locations in 5 days with a cast of over 30 people.  Our art department did a fantastic job creating and recreating scenes to help our audiences feel that they’ve been taken to foreign countries, inside NASA, and to another world. Mars, by far, was one of the most fun achievements of this project. In a studio setting, our art department used different elements to recreate the reddish/orange tint of Mars’s surface using things such as Paprika and a wind machine to simulate Mars’s surface. To achieve a cinematic look we filmed on the Arri Alexa and used rehoused Cooke Lenses from the late ’60s to achieve a classic and stylized look (click here). Lastly, we utilized the Corba Dolly (click here) which was small portable dolly we used for smooth and sturdy camera movement.

The Robotic & Puppeteering

“He was not only great to work with but brilliant! He doesn’t just build things to look like robots he engineers them to actually work.” Cassandra Jabola - Producer  
We hired the incredible Brandon Minton, who specializes in robotics and puppeteering. Brandon worked for 6-8 weeks, prior to production, to develop, 3D print, and engineer the hands and arms that are used in the video. Brandon not only built and engineered the robotics used, but he was also on set puppeteering them throughout the shoot.

The Music

“When you hear the score it sounds like the beginning of the song, but it's really the ending. It was reverse engineered.” - Diana Salier
Prior to filming, we worked with TV & Film composer Diana Salier, to create a unique piece of music that is both diegetic and non-diegetic in its use throughout the video. The phrasing that Diana, and pianist Jessica Yap, created was integrated into how the story was told. In fact, the music had to be written prior to production so it could be utilized during the filming process for both young Michael and adult Michael to play. As a key storytelling element, the music had to show progression over time, which mirrored what was going on in the narrative.        

Results 

As a creative agency, this was one of our most challenging and most rewarding projects to dates. We successfully completed the video on time, and in September GitHub launched their video campaign starting with the branding video. The video gained over 250,000(+) views between its launch in September 2018 to the opening of the Universe conference on October 16, 2018. During that same time, GitHub gained nearly 40,000 new followers and had over 45,000 social engagements across all platforms.

Awards & Recognition

In February 2019, Slow Clap was awarded the Platinum Honors from the AVA Digital Awards. The award recognizes outstanding work by creative professionals involved in the concept, direction, design, and production of media that is part of the evolution of digital communication.

View the finalized video below

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