I directed this TV commercial that was produced at Nexus Studios, in collaboration with agency Who Wot Why. It features a series of elegant sorting algorithms that turn graphical chaos into satisfying order; a metaphorical visualization of the brand’s powerful mortgage matching algorithm. It also highlights how Habito combines innovative technology with human expertise in order to simplify the mortgage process.
To achieve the spot, I designed a series of instructions that were turned into versatile Web apps by Marcin Ignac & Nick Nikolov. These apps allowed us to play with the number of units to sort per algorithm, and to adjust their appearance and speed.
The sound was integrated using the same approach; by writing instructions for how sound would be triggered by each algorithm. Since each algorithm starts in a randomised state, this would create an infinite number of ‘melodies’ to choose from. A real playground for German sound designer David Kamp, who crafted all the brilliant beeps and bloops of the first half of the film. After that, the spot needed a more human composition to contrast with the randomness of the machine and an unexpected collaboration took place; Habito’s founder Daniel Hegarty, who also happens to be a seasoned musician, composed the music at the end of the film.
Agency: Who Wot Why
ECDs/Creatives: Sean Thompson, Matt Gooden and Ben Walker
Agency Producer: Marissa Jennings
Production Company: Nexus Studios
Director: Nicolas Ménard
ECD: Chris O’Reilly
Executive Producers: Luke Youngman
Producer: Fernanda Garcia Lopez
Project Lead & Compositing: Elliott Kajdan
Design & Animation: Nicolas Ménard
Illustrations: Jack Cunningham
Editor: Dave Slade
Sound Design: David Kamp
Music: Daniel Hegarty & David Kamp
Sound Mix: Parv Thind & Jack Sedgwich @ Wave Studios