The requirement was to create a clutter breaking film for the IT hardware company, that appealed to the wit of most large IT company CxOs. The idea was to push them to question the status quo and look at a new company in the competitive IT hardware space that thought differently.
The idea evolved from a a common term used to define computers in the IT industry – a box. Some coffee, and literally some back-of-the-tissue sketches set the box rolling.
After trials with a marker on glass with a live shot of a box, illustration, stop motion illustration was selected. The key was to minimise the number of line to get in and out of a transformation quickly. The track that included sounds rubbing a couple of CDs on their backs, proved to be a hit with most people and the UK market that the film was intended for.