Why Sabic Data?
Brand film for Sabic
TITLE: Why Sabic Data?
ROLES: Direction, Design and Animation
AGENCY: Edge Picture Company
CLIENT: Sabic
Description:
For our latest collaboration with Edge Picture Company and their client Sabic, we created a film focused on the company’s pioneering data centre and its role in shaping the future of business and technology. Unlike earlier projects, this film was shot inside a gallery space, with streams of data composited to appear as though projected onto the walls, to create the feeling of an interactive exhibition. Featuring a single actress, the film combines live-action performance with layered digital visuals and graphics.
PROCESS
The shoot centred on a single actress, playing an employee inside the Data Centre. The idea was to show how this new space allows her to cover far more ground in analysing data than was possible before. Using a simple motion rig, we captured the same camera move multiple times, then composited her into the scene in several positions at once, making it feel as though she was working across the space simultaneously.
Our early concepts played with bolder lighting and more experimental camera moves, but the client preferred a stripped-back approach that kept the attention firmly on the data. Looking back, it made sense, my initial versions leaned towards the chaotic, whereas the final film mirrors the purpose of the centre itself: to make complex information easier to navigate and understand.
