Syncera - A Different Direction

Client: Aesop

A corporate film for a pharmaceutical company that explore how Syncera can streamline surgical processes by avoiding the common obstacles often encountered.

The agency approached us with a sketched storyboard and script and asked us to visualise their concept.  Our director Simon proposed a fully 3D route to create the clean and crisp feel the client’s mood boards had intonated.  This route also allowed for more freedom – pivotal in figuratively illustrating the flexibility the product offers to its users. 

We looked at how the four main words: Waste, Mismatch, Cost and Training Time could be physical interpreted using shape and space that would, along with the words themselves, become physical objects the lines and to negotiate.  So Waste becomes a vortex sucking lines into it, Costs spiral up and out of control whilst Mismatch twists into a maze the lines must fit through if they are to progress…

Storyboard / Script Aesop
Direction Simon Armstrong
Art Direction : Simon Armstrong & Jun Iwakawa



  • Design
  • Animation
  • Audio Production inc VO Record