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AutoStore
Cube Storage Pioneers

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

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