- Client
- TBWA\Concept
- Services
- Motion & Animation · Video Production
- Deliverables
- 1× kinetic typography film · 1× interview film
The Brief
TBWA\Concept turned 40, and an agency that has spent four decades telling other brands' stories had to tell its own. The anniversary also came with an offer to the business owners it calls the backbone of the Nigerian economy: a free workshop with SMEShop. One film had to carry the history, the other had to fill the room.
The Idea
The anniversary line was "Celebrating the F Word", so we let the letter F do the work. In the interview film every F word lights up yellow on black title cards: Forty, Fearlessly, Forward, Fun, Fearless. In the kinetic film the skull from the @40 mark comes back as cartoon 3D props that bounce around the type.
How We Made It
The kinetic film runs in TBWA yellow and black with heavy grotesque type, opening on a burst of confetti behind "HURRAY". A black ribbon line snakes between frames, and 3D props drop in on the key words: cartoon skulls, a fist bump, a djembe drum, a globe, a mug. The interview film holds co-founder Kayode Idowu and Nn'emeka Maduegbuna of C&F Porter Novelli in warm, close frames with subtitles, and cuts to sepia archive photographs, the carvings on the shelves and a hand drawing at a desk as they recall starting Concept Unit in 1984. Both films end on the animated @40 mark.
The Result
1:33
