Tendril’s brand film for AutoStore, Norwegian tech company, leading innovation in the field of robotic warehouse automation.

Hyper-Reality presents a provocative and kaleidoscopic new vision of the future.
August 15, 2018
Advertising to celebrating the diversity
August 23, 2018
Show all

Tendril’s brand film for AutoStore, Norwegian tech company, leading innovation in the field of robotic warehouse automation.

AutoStore is a Norwegian tech company, leading innovation in the field of robotic warehouse automation. Tendril was approached with the task of conceiving and creating a film that captured the elegant futurism of the AutoStore brand and its unique cubic approach to storage.

By installing smart robots on a three-dimensional grid system, AutoStore can produce space for four times more inventory than a traditional warehouse system. On one hand, it is a highly sophisticated and complex system, driven by decades of deep product engineering and code. On the other hand, it is delightfully simple, elegant, and adaptive.

Tendril’s role encompassed design and concept through live action production, CG animation, and delivery. One particularly exciting aspect of this project was the team where. The project were blessed with an absolutely incredible team on this project, composed of digital artists as well as a hand-picked team of international collaborators.

Using boxes, dots and grids as our basic graphic units, we explored ways to communicate the sorting algorithms the robots use to retrieve products within a bin anywhere on the grid.

Fully immersing ourselves in the technology — speaking directly with the lead engineers at AutoStore — we sought inspiration in sorting and pathfinding algorithms, procedural grids, and spatial subdivision techniques. Our intent was to develop a unique visual language for AutoStore that would convey efficiency and mastery of space and organization.

A key element of the visual language we wanted to create for AutoStore was to depict graphically that the system is incredibly fast and efficient at sorting, retrieving and processing through complex data. Space opened, transformed, subdivided and expanded.

For details and behind the scenes please check out this video: