Since 2007, m ss ng p eces had worked with TED to tell the story behind the Talk. In 2010, we began working with GE to create custom post-roll content for TED.com. After a highly successful first attempt, we were asked to create a piece introducing a new lighting technology that GE had in development. This paper-thin OLED material was a revolutionary step forward in light, but knowing we were developing the content for the highly sophisticated TED audience, we faced some special challenges. After watching a highly inspiring 18 minute talk, how could a brand convince you to stick around and watch?
CONCEPT
We created a short, stop motion storybook, illustrating the wonder of innovation. Instead of creating a TED-like documentary piece, we aimed to make it metaphoric and imaginative.
RESULTS
GE’s post-roll viewership rose from an average of 19-seconds to an awesome 55-seconds.
BEHIND THE SCENES
Every scene is illustrated by hand and made from cut paper. The entire video was shot using UV lights to create the illusion that the paper was lit up.
The story of light is the incredible story of civilization itself. We have used light for survival, to learn by, to entertain and express ourselves, mold experiences, and illuminate our imaginations. Inspired by such a singular story we set out to create a handmade storybook fantasy illustrating milestones in the history of light. Each chapter invites us through the annals of history, leading to present day where a new set of possibilities are yet to be realized in the light of tomorrow. Knowing that we were developing creative specifically for the imaginative TED audience allowed us to think big and inspire the best from the extraordinary team of artists it took to bring this story of light to life.
