The central idea — or hero effect, as we call it — of the video was the generation of each piece out of nothing, in the atomic level, given the name of the case. We ended up keeping the idea for the R7x foam and the rubber piece. For the metallic cover, however, it made more sense to go on a literal route, showing the metal forging process, which is in fact how the iridescent material comes to life.

 

Even though we hadn’t much more than a month to deliver from conception to final comp, there was a lot of RnD involved to come up with the pieces’ generation’s effects, which you can partially see below on the Behind The Render section.

 

*Disclaimer: This is a director’s cut version, meaning that this version is edited to the director’s creative taste and differs a bit from the client’s final version. It should only be considered for artistic reasons, and not for marketing or sales purposes of the featured product.