Citrix

2020

When Citrix, the O.G. of inter-office communication, and Athletics in Brooklyn came to us to do a stake-in-the-ground launch film for their rebrand, we jumped at the opportunity.

Launch into space

We wanted to do a film that communicated humanity — that showed what Citrix can do for you, without using U.I. and computer interfaces to tell that story.

Importantly, we wanted to capture the essence of Athletics’ simple, and elegant rebrand.

The best laid plans of mice and men.

A large part of this film was the push-and-pull of mixing intentional live action with CG. The live action would serve as the representational heart; the CG an abstracted reflection.

When the world shut down, we had to do some problem solving to find a way to hit our specific live action needs within Covid restrictions.

Style

One major facet of the rebrand was a 3d design language that was abstract, minimal and tonal. We took that elegant starting point and ran with it, finding ways to expand it to fit the narrative needs of the film.

The rebrand called for reduction, a focus on material, lighting and a graphic sense of composition. We pushed that reduction as far as we could, while still feeling like a faithful representative of the brand.

Credits

BUCK

Executive Creative Director

Orion Tait

Group Creative Director

Daniel Oeffinger

Executive Producer

Joe Nash

Creative Director

Anthony Furlong

Producer

Edward Tull

Production Coordinator

Deanna Rivera

Storyboard

Simone Noronha

Sofia Pashaei

Tucker Klein

Yeojin Shin

Design

Anthony Furlong

Jesper Lindborg

Nejc Polovsak

Renaud Futterer

Vinicius Naldi

3D Modeling

Anthony Furlong

Chris Phillips

Jesper Lindborg

Nejc Polovsak

Look Development

Anthony Furlong

Jesper Lindborg

Nejc Polovsak

Lighting

Anthony Furlong

Chris Phillips

Jesper Lindborg

Nejc Polovsak

Compositing

Anthony Furlong

Chris Phillips

Chris Ribar

Jeff Billon

Joy Tien

Previs

Anthony Furlong

Chris Phillips

3D Animation

Anthony Furlong

Chris Phillips

Jesper Lindborg

Nejc Polovsak

Editor

Anthony Furlong

TJ Rozsa

Live Action

Line Producer

Trish Rigby

Director

Anthony Furlong

Director of Photography

Kiran Katpalli

1st Assistant

Yoshihiro Kinoshita

Cast

Diana Singh

Marianne Tsyrkina

Neil Lewis

Athletics

Executive Creative Director

Jason Gnewikow

Malcolm Buick

Executive Strategy Director

Paul Worthington (Invencion)

Creative Director

Sam Renwick

Account Director

Kristen Ord

Project Manager

Allie Stenclik

Sound

Music/Sound Design

Antfood

Executive Creative Director

Wilson Brown

Executive Producer

Sue Lee

Producer

Kat Hom

Composer/Sound Designer/Mix Engineer

Spencer Casey

Color

Color Studio

The Mill

Producer

Megan Rumph

Colorist

Nicholas Metcalf