I wanted this to be an enlightening and progressive commercial as this machine runs on solar power. It brings education and industry to parts of the world that have no electricity. I used this positive resonance as the central theme to the whole piece.
Using the machine’s uniquely futuristic design, I fashioned a visually stunning, black on black look, packaged together with a bold musical score. I created a simple journey, showing the R50 coming out of an obscure darkness transitioning into a world of light and endless possibility.
I saw this as a product that needed a powerful introduction to mirror the positive impact it could have on the world.
Leo De Haan-Director