AutoStore is a Norwegian tech company, leading innovation in the field of robotic warehouse automation. Tendril was approached with the task of conceiving and creating a film that captured the elegant futurism of the AutoStore brand and its unique cubic approach to storage.
By installing smart robots on a three-dimensional grid system, AutoStore can produce space for four times more inventory than a traditional warehouse system. On one hand, it is a highly sophisticated and complex system, driven by decades of deep product engineering and code. On the other hand, it is delightfully simple, elegant, and adaptive.
Tendril’s role encompassed design and concept through live action production, CG animation, and delivery. One particularly exciting aspect of this project was teaming up with our friends at Worship to co-direct and CypherAudio to craft the score and sound design. We were blessed with an absolutely incredible team on this project, composed of artists from the studio as well as a hand-picked team of international collaborators.
Using boxes, dots and grids as our basic graphic units, we explored ways to communicate the sorting algorithms the robots use to retrieve products within a bin anywhere on the grid.
Fully immersing ourselves in the technology — speaking directly with the lead engineers at AutoStore — we sought inspiration in sorting and pathfinding algorithms, procedural grids, and spatial subdivision techniques. Our intent was to develop a unique visual language for AutoStore that would convey efficiency and mastery of space and organization.
A key element of the visual language we wanted to create for AutoStore was to depict graphically that the system is incredibly fast and efficient at sorting, retrieving and processing through complex data. Space opened, transformed, subdivided and expanded.
Visual Development
In the brand film we are introduced to a type of warehouse we’ve never seen. It’s a technological work of art.
Procedural FX + RnD
In pre-production, we designed and animated custom user interface elements to depict the control system that is at the heart of the AutoStore grid.
These elements were designed for live on-camera playback and interaction within a custom-built set.
Live Action Shoot
Credits
Client
AutoStore
Marketing Director
Magne Hatteland
LIVE ACTION
Production Company
Tendril
Executive Producer
Kate Bate
Producer
Leah Wesolowski
Co-Directors
Chris Bahry, Nicolas Girard,
Rafael Ruiz
Project Manager
Craig Watson
Assistant Director
Olga Abramowicz
Coordinator
Brittany Sheahan
DOP
Jeremy Benning
Set Design
Nicolas Girard
Set Art Direction and Build
Jamie Hill
Costume Design and Build
Jessica Clayton
Prop design
Rafael Ruiz
UI Design
Rafael Ruiz, Nicolas Girard,
Alex Gee
Hair and Makeup
Shannon Leigh Tallion
Hero Talent
Jenica Ratzlaff
BG Talent
Iván González
TENDRIL
Tendril Director
Chris Bahry
Executive Producer
Kate Bate
Producer
Leah Wesolowski
Coordinator
Brittany Sheahan
Editor
Alison Gordon
Assistant Editor
Scott Edwards, Oliver Whitfield-Smith
Storyboards
Gabe Sapienza
Concept Art and Lookdev
Chris Bjerre, Vladislav Solovjov,
Evaldas Cesnavicius, Toros Kose,
Chris Bahry
Head of 3D
Ben Pilgrim
TD Support
Martin Gunnarsson
3D Modeling
Ben Pilgrim, Christian Hecht,
Tyrel Scott, Runbo Chen,
Marek Denko
3D Animation
Nejc Polovsak, Matt Frodsham,
Matias Hansen, Will Sharkey,
Martin Gunnarsson, Vlad Solovjov
Look-Dev, Lighting and Render
Nejc Polovsak, Matt Frodsham, Alexandre Veaux, Brad Husband,
Vlad Solovjov, Marcelo Souza
Rendersaurus
Jeff Briant
Compositing and Colour
Alexandre Veaux, Brad Husband,
Chris Bahry
WORSHIP
Worship Co-Directors
Nicolas Girard, Rafael Ruiz
Producer
Greg Benedetto
Writer
Caroline Leung
Mood Edit
Nicolas Girard
Concept Art and Lookdev
Nicolas Girard, Rafael Ruiz
3D Animation
Alex Gee, Nicolas Girard
2D Animation
Alex Gee, Rafael Ruiz, Nicolas Girard
AUDIO
Sound Design + Music
CypherAudio
