Case Study

Actifio

Partnering with Productive Machine, Therum created a motion-graphic asset for Actifio's Big Data conference. The piece set facts about data and technology against an orange waving field, and ran across every conference as well as a paid takeover throughout the Las Vegas airport.

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Actifio

Overview

Partnering with Productive Machine, Therum created a motion-graphic asset for Actifio's Big Data conference. The piece set facts about data and technology against an orange waving field, and ran across every conference as well as a paid takeover throughout the Las Vegas airport.
  • Visual Creative

What We Did

A motion piece for the conference screen: an orange particle field that carries one fact about data and technology at a time, closing on a question and the Actifio mark.

The Outcome

The piece ran the conference floor and an airport takeover. Actifio has since been acquired by Google.
ClientActifio
Agency partnerProductive Machine
Started2019
Launched2020
Duration6 months
01. The Ask

Develop an informative motion piece for Actifio's Big Data Conference

Actifio needed an informative motion piece to carry its Big Data conference presence. Productive Machine brought Therum in to make it.

The piece had to work on a conference screen and on the airport takeover the company bought in Las Vegas.

Actifio GDC airport ads, alternative 2: three orange cloud signs reading Instant Data Gratification, Your Data, On Demand and Tame the Data Beast, and four animation frames
02. Our Role

Partnering with Productive Machine, Therum created a motion-graphic asset for Actifio's Big Data conference. The piece set facts about data and technology against an orange waving field, and ran across every conference as well as a paid takeover throughout the Las Vegas airport. Actifio has since been acquired by Google.

Therum did the motion design end to end. Productive Machine held the client relationship; the field the piece runs on, the pacing and the facts it puts on screen were ours to build.

actifio
03. Our Approach

One field, one fact at a time

Nearly 3.5 billion search queries are performed on Google per day, over the orange wave

Conference screens have no sound and no beginning. So we made one continuous piece rather than a sequence of scenes. An orange particle wave travels across black for the whole run, and statements fade up in white, hold, and fade out over it. Nothing cuts. Someone who walks up halfway through sees the same thing as someone who was there at the start, and has time to read a whole line before it goes.

Homepage header exploration, round 2: Application Data On-Demand over a cyan particle waveHomepage header exploration, round 2: Application Data On-Demand over green particlesHomepage header exploration, round 3: cyan particle wave with the navigation barHomepage header exploration, round 4: teal particle waveHomepage header exploration, round 4: blue particle waveHomepage header exploration, round 4: grey particle wave
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04. Key Outputs

An informative motion piece set against an orange waving field

Orange banner: Gartner Scores Actifio Highest in 2017 Critical Capabilities Report, with a Read the full report buttonOrange banner: Gartner Scored Actifio Most Complete Technology Vision in the 2017 Critical Capabilities for Data Center Backup and Recovery ReportOrange banner: Gartner Scored Actifio Most Complete Technology Vision, See How Actifio Is Revolutionizing Data ManagementSquare orange banner: Gartner Scores Actifio HighestSquare orange banner: Gartner Scored Actifio Most Complete Technology VisionWeb banner: Powering Multi-Cloud for Enterprise Data, cloud provider icons over a storm cloud sky with the Actifio markWeb banner variant: Powering Multi-Cloud for Enterprise Data, with larger provider icons around the Actifio mark
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Actifio homepage header with the navigation menu open, style 1 of 5Actifio homepage header with the navigation menu open, style 2 of 5Actifio homepage header with the navigation menu open, style 3 of 5Actifio homepage header with the navigation menu open, style 4 of 5Actifio homepage header with the navigation menu open, style 5 of 5
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We delivered the motion piece for the conference screen. The wave is built from thousands of orange dots that gather and break apart as they travel. Statements sit left of centre in bold white sans, one on screen at a time, separated by a clean run of motion.

Homepage navigation exploration, state 1 of 6Homepage navigation exploration, state 2 of 6Homepage navigation exploration, state 3 of 6Homepage navigation exploration, state 4 of 6Homepage navigation exploration, state 5 of 6Homepage navigation exploration, state 6 of 6Homepage navigation, Use Cases menu openHomepage navigation, Products menu openHomepage navigation, Customers menu open
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05. The outcome

It ran the conference floor and an airport takeover

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The piece went out across Actifio's Big Data conference and in a paid takeover through the Las Vegas airport. Actifio has since been acquired by Google.

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06. Philosophy

Design for how people actually see it

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We started from the room, not the frames: screens with no sound and people arriving at any moment. Solve that first and the piece reads the same to everyone who walks up.

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