Alcoa "Aluminate" TV Commerical

Client:

Alcoa

Market Type:

Corporate Communications

Project Type:

3D Animation, TV Spots

Tools & Technology:

Maya

Project Description

Alcoa does not sell products on a retail level; however the aluminum that they produce goes into a wide variety of products that consumers buy every day. In developing a concept for how to show the numerous end uses of aluminum, we decided to create a new word – ALUMINATE. With that came the idea of searching though a dictionary, where every product searched for points towards ALUMINATE, with the final being “See Alcoa.”

3D animation was used to create this journey through the dictionary. Due to the pace of the strong music track, this visually-engaging commercial did not need announcer copy to explain what was happening. The power and effectiveness of it is in its simplicity — with the result being a memorable commercial that accomplished its goal of making the viewer aware of the importance of Alcoa in our daily lives.