When I was an Elephant (Branded Film)
Identity is often closely associated with the photos, videos and music which one amasses over a period of time. Rubbish worked with Intel Solid-State Drives to produce a branded film which exploits the major shortcoming of traditional hard disk drives; volatility. Our goal was to drive awareness to solid-state drives by illustrating the process of file recovery by accentuating memories left behind. Rubbish developed a narrative story into a unique piece of content that is both entertaining and has long-lasting appeal. The production design, complimented with visual effects, magnifies the surrealism and believability of this piece. The audience becomes suspiciously conscious of the hard drive, picking up on visual clues throughout the video as to where our story is taking place. This helps increase replay value by heightening believability, strengthening the relevance of the film’s theme and our potential to drive awareness in a more personal way.
An embarrassing photograph escapes from a crashing hard drive in, "When I was an Elephant".
In 1982, 8-year-old Calvin was given an embarrassing elephant costume from his working class father to wear for Halloween. Annoyed and eager to take it off, his father convinced Calvin to at least take a photograph in it. And the moment was captured forever. However, it's not until his father's 55th birthday party that Calvin, now married, stumbles across the forgotten memory that had been carelessly stored on father's crashing hard drive. In an attempt to transfer whatever files he can from the old drive to a new SSD, Calvin is forced to watch obscure moments of his digital life be left in the hands of fate.
Remember the good. Remember the bad. Remember everything.