• 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.
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    Tendril’s role encompassed design and concept through live action production, CG animation, and delivery. One particularly exciting aspect of this project was teaming up with our friends at Worship to co-direct and CypherAudio to craft the score and sound design. We were blessed with an absolutely incredible team on this project, composed of artists from the studio 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.






  • Visual Development






  • In the brand film we are introduced to a type of warehouse we’ve never seen. It’s a technological work of art.






  • Procedural FX and RnD






  • In pre-production, we designed and animated custom user interface elements to depict the control system that is at the heart of the AutoStore grid.






  • These elements were designed for live on-camera playback and interaction within a custom-built set.






  • Live Action Shoot






  • CREDITS

    Client: AutoStore
    Marketing Director: Magne Hatteland
    Production Company: Tendril

    LIVE ACTION
    Production Co: Tendril
    Executive Producer: Kate Bate
    Producer: Leah Wesolowski
    Co-Directors: Chris Bahry, Nicolas Girard, Rafael Ruiz
    Project Manager: Craig Watson
    AD: Olga Abramowicz
    Coordinator: Brittany Sheahan
    DOP: Jeremy Benning
    Set Design: Nicolas Girard
    Set Art Direction and Build: Jamie Hill
    Costume Design and Build: Jessica Clayton
    Prop design: Rafael Ruiz
    UI Design: Rafael Ruiz, Nicolas Girard, Alex Gee
    Hair and Makeup: Shannon Leigh Tallion
    Hero Talent: Jenica RatzlaffBG Talent: Iván González

    TENDRIL
    Tendril Director: Chris Bahry
    Executive Producer: Kate Bate
    Producer: Leah Wesolowski
    Coordinator: Brittany Sheahan
    Editor: Alison Gordon
    Assistant Editor: Scott Edwards, Oliver Whitfield-Smith
    Storyboards: Gabe Sapienza
    Concept Art and Lookdev: Chris Bjerre, Vladislav Solovjov, Evaldas Cesnavicius, Toros Kose, Chris Bahry
    Head of 3D: Ben Pilgrim
    TD Support: Martin Gunnarsson
    3D Modeling: Ben Pilgrim, Christian Hecht, Tyrel Scott, Runbo Chen, Marek Denko
    3D Animation: Nejc Polovsak, Matt Frodsham, Matias Hansen, Will Sharkey, Martin Gunnarsson, Vlad Solovjov
    Look-Dev, Lighting and Render: Nejc Polovsak, Matt Frodsham, Alexandre Veaux, Brad Husband, Vlad Solovjov, Marcelo Souza
    Compositing and Colour: Alexandre Veaux, Brad Husband, Chris Bahry

    WORSHIP
    Worship Co-Directors: Nicolas Girard, Rafael Ruiz
    Producer: Greg Benedetto
    Writer: Caroline Leung
    Mood Edit: Nicolas Girard
    Concept Art and Lookdev: Nicolas Girard, Rafael Ruiz
    3D Animation: Alex Gee, Nicolas Girard
    2D Animation: Alex Gee, Rafael Ruiz, Nicolas Girard

    AUDIO
    Sound Design + Music: CypherAudio