About this video
Can your skills withstand a world of fiction?! At KLM they are always looking for new IT talent, which is not an easy task in a highly competitive industry. So to attract new people, a new campaign strategy was developed by digital agency Kaliber. The campaign highlights the challenges the Tech & Data department has to deal with on a daily basis. Mixing fiction and reality in a visually distinctive style, Woodwork pitched in by crafting the animated trailers for the campaign. In order to bring the world of fiction to life, we dug deep into stereo-typical blockbuster movies like Independence Day and Arrival, to figure out the best narrative. We wanted to captivate the viewer's attention by tapping into our collective movie memory, so the viewer knows instantly what the story is about. For style references, we looked at popular animated streaming shows for inspiration, and also anime, and video games. Based on actual use cases from within the KLM Tech & Data department, a scenario fit for a movie trailer was distilled. Starting with storyboarding, we tried to capture each scene in iconic and cinematic shots. We designed and developed the main characters featured in our trailers, and created the worlds they inhabit, building all the objects and ingredients to match it. Next up was the animation process, using a combination of different techniques: traditional cel animation combined with 3D projection mapping for Sentry. We could go all out and use all of the disciplines in our studio. The trailers were used online and on social media to targeted potential candidates for the IT department, so they were created to stand out from the crowd and speak to the target audience.
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Credits
Client: KLM Strategy Agency: Kaliber Interactive Produced & Directed by: Woodwork Woodwork Director: Marvin Koppejan Producer: Gayle van Bochove Producer: Nina Fabel Art director: Roberto Andreu Art director: Ernst Noort Storyboard Artist: Maureen van Hout Illustrator / Lead Cel Animator: Hidde Maas Illustrator / Cel Animator: Saverio Wielkens Illustrator / Cel Animator: Marleen van Dunn 3D artist: Aviv Tal 3D artist: Lennard Goede Kaliber Creative Director: Hugo van de Hoef Creatie - Copy: Iris Holtkuile Creatie - Art Direction: Fabian Schulting Producer: Jody van Mourik Producer: Janine Freriks Producer: Annette Putman Shoot Producer: Jesse Broertjes D.O.P.: Kevin Kimman Second camera: Paco Kumar Gaffer: Dickie Bloemraad Sound: Roberto van Eijden Styling: Sjors Mercx Photography: Meis & Jip Editor: Diede van Vree TNDR Audio: THNDR music Music & sound design: Max Gramser (THNDR) Music & sound design: Han Kerkhof (THNDR)