We were approached by the Dynamic Vibrations division of Wood, who specialize in the tracking and mitigation of vibration in large scale facilities for clients. Such vibration long-term can damage equipment and result in poor asset performance for the client.
They wanted something different and I had an initial idea of a marching band drumline being used to show the effects of collective vibration. I imagined the build up and cacophony of the snare drums could represent the collective effects of vibration on the facility. I also felt the visual would be bold and attention grabbing and in line with the clients desire for something new. We instead opted for something more intimate and up-close, this time using the drum kit as the representation of the asset. We ended the ad on a lighthearted desperate attempt to salvage the performance with the tagline "Don't let bad vibrations ruin a good performance". I worked closely with the video team in conceptualizing, scripting and storyboarding of this piece.
