Asana, the collaborative workplace software, wanted to make their product more approachable. So we decided to be cheeky with the silo-ing that occurs between departments to help make their brand a bit more fun and relatable.
Now for something completely different.
Asana wanted something funny for this spot to balance the necessary product demo. This slightly outrageous hook was an unexpected and fun solution that let us explore some new ground.
I’ve just seen a face.
Since siloed departments are the enemies of a healthy, collaborative workplace, we decided to cast silos as the employees in a non-collaborative office space. (Also as lo-key monsters lurking out in the countryside.) The trick was incorporating facial features into the structures in inventive ways without it being a) too obvious or b) too cartoony.
15 Seconds of Silo Fame.
The 30 second deliverable (the manifesto) features a narrator humorously walking us through the peculiar landscapes where our silos get, well, siloed. But these structures have stories, funny ones—and a set of bite-sized, 15 second scripts explored the characters and the calamities that occur in isolation through the use of voice actors.
See them come to life below ↓
From one world to the next...
The silos were CG-generated. In order to help ‘sell’ the realism, we composited them into live-action stock footage.
The transition to the Asana UI was simple and Kaiju-like. After some quippy/funny/dry repartie between various silos, a well-designed workspace descends from the top of the screen and we’re into the product demo.
Group Creative Director
Associate Creative Director
Global Executive Producer
Global Head of Design
Head of Design - LA
Global Head of 2D Animation
Head of 2D - LA
2D Animation Lead
Global Head of 3D
Head of 3D - LA
Global Head of Post Production
Original Music Composition, Sound Design, and Final Mix
VO Recording Partners