atb reimagine

ATB is transforming the way their workforce engages with each other and their environment. The concept for this internal video uses the ATB logo as a catalyst for this transformation, as it builds and morphs in all sorts of fun and crazy ways. With a two week deadline, Studio Dialog used a variety of methods to convey each piece of the story, from throwing coloured powder at a foam cut-out of the logo to represent "breaking free"; to creating a 3D world of honeycombs working together to form the logo showing a "hive mind"; to good old-fashioned 2D animation to give a bold, graphic feel to the idea of "thinking differently". The result is meant to inspire and excite, showcasing ATB as a bank that goes beyond conventional business and relationships.




Behind the Scenes

Shooting all the practical effect pieces was done in the course of 2.5 days. We needed to use methods that were visually striking but easy to execute. Once we got all the materials we needed and did some quick tests, we went for it, not always knowing the exact results we would get. Our studio became a playground as we threw coloured powder everywhere (sorry cleaners), poured bottles of paint over things, and threw some rave music on with powder resting on the subwoofer to see what would happen. Oh, and don't miss Kent (below) going all over downtown with our special logo-painted-on-plexiglass-mounted-to-a-camera rig.