Guuk

Time to reconnect

Client

Guuk

Year

2020

Categories

2D Animation
Characters
Illustration
Motion Design
Commercials
Finance
Tech

We are living in the intricate age of information overload, spread all over and saturated by multi-platform media. It’s time to go back to true values, to tradition, to meaningful words. It’s time to return to our roots, to our essence. It’s time to reconnect.

Agency The Summer Agency approached us to collaborate in Guuk’s launching campaign, a new telco brand operating in the Spanish Basque Country. 

Technical approach

Collaborating with Calugi’s linear-styled illustrations, we built a minimalist graphic universe through an organic cel animation aiming to get the synthetic and essential mood we were looking for. The seamless transitions are treated almost as another character in our story, willing to connect even more all the concepts and situations portrayed. The iconic, corporate green point shows us the beginning and the end of a story about belonging, community, energy, and, above all, connection.

Music and sound design were key to give the spot the right positive and empowering tone as well as to mirror the Basque culture by playing one of their traditional instruments, the “txalaparta”, as the main sound to build the melody.

We used the line as our guide throughout the narrative, creating bonds between people, situations, and values, all embodied by Guuk.

Rough Animation

Styleframes

Credits

Directed and Produced by

Device

Client

Guuk

Agency

Summer

Creative Direction

Alex Quintana
Mario Fernández

Production Company

Blackbox

Executive Producer

Sergi Roda

Animation Production

Device

Head of Production

Victoria Ventura

Directors

Ibran Trassierra
Marcello Buselli

Illustration

Jonathan Calugi

Additional Illustration

Eudald Salarich

Music & Sound Design

Aimar Molero

Cel Animation

Giorgio Gore
Pere Hernández
Juan Huarte
Eudald Salarich

Clean-Up

Giorgio Gore
Pere Hernández
Juan Huarte
Eudald Salarich

Compositing

Marcello Buselli
Eudald Salarich
Ibran Trassierra