The-Artery recently worked on a global campaign for agency LH in Israel, and consumer electronics brand Huawei’s official app distribution platform, AppGallery.
The campaign — set to an original musical track called Explore It by artist Tomer Biran — is meant to show the AppGallery as more than a mobile app store, but rather as a gate to an endless world of digital content that comes with data protection and privacy.
Each scene features the platform’s signature red square logo but shown in a variety of creative ways thanks to The-Artery’s visual effects work. This includes floating Tetris-like cubes that change with the beat of the music, camera focuses, red-seated subway cars with a floating red cube and more.
“Director Eli Sverdlov, editor Noam Weissman and executive producer Kobi Hoffman all have distinct artistic processes that are unforgiving to conventional storytelling,” explains founder/executive creative director Vico Sharabani. “We had ongoing conversations about how to create a deeper connection between the brand and audiences. The agency, LH, gave us the freedom to really explore the fun, convenience and security behind downloading apps on the Huawei AppGallery.”
Filming took place across the globe in Kiev, Ukraine, via production company Jiminy Creative Tel Aviv, while editing, design, animation, visual effects and color grading were all done under one roof in The-Artery’s New York studio. The entire production was completed in only 16 days.
The studio used Autodesk’s Flame and 3DS Max, Side Effects Houdini, Adobe’s After Effects and Photoshop for the visual effects and graphics. Colorist: Steve Picano called on Blackmagic’s DaVinci Resolve. Asaf Bitton provided sound design.