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