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Creative short films
that position Penguin
as nimble, informed
and up-to-speed in a
world of technological
and social change.
The challenge
Penguin is changing the way publishing is thought of. No longer
just about physical books, or traditional bookshops, but about
edited content and the different ways it can be delivered. With
this in mind, RY were asked to create a provocative and emotive
thought piece that would engage an internal audience in Penguin's
future digital strategy.
Our solution
We conceived two contrasting visions that pose the question 'What
is the future of the printed word?' The first film, 'Bleak', looks
at a world where printed books and bookshops are disappearing. This
is a cheerless world where we bring to life some of the fears and
anxieties that may be present in the audiences mind. In the second
and more positive film, 'Bright', we show that a combination of
print and online opens up countless ways to share knowledge,
stimulate creativity and continue the enjoyment of reading. With
this project, we had a fantastic opportunity to do what film and
video does best - connect through feelings and emotions and play
with big ideas in a very cinematic way. Initially produced for an
internal audience, the films were subsequently placed on the
Penguin online blog and You Tube pages to be viewed by the broader
Penguin audience. Winner of three IVCA Awards.
Our work
- Development of the brief
- Creative solution
- Project management
- Research and scripting
- Casting, location scouting and production design
- Location filming and editing
- Music composition
- Web encoding