in Design

Future Shop ‘Back to School 2011’

This great project was made by Tendril Design & Animation. Tendril is a director-driven design studio based in Toronto, Canada. It is a lab and workshop where directors, designers, and artists from diverse backgrounds create powerful visual storytelling experiences, employing a wide range of styles and techniques.

For the live action shoot, Tendril called on friend Shelley Lewis who worked closely with them during the pre-production stage as we storyboarded and planned out shots that would help best convey the flow and transitions they had envisioned for the spot. Back at the studio, Relish editor Chris Murphy worked to fine-tune the flow of the cut as 567vfx worked tirelessly to perfect the integration of hand rendered animation onto our footage.

Beyond a :30 TV spot, they also generated hundreds of illustrations for the broader print and online campaign as well as a :15 Cinema spot. Tendril apologies to all you parents out there if your teenager comes to you asking for a new laptop, tablet AND mobile this coming Fall.


Alexandru is the co-owner of TopDesignMag. “If it looks easy, it's hard. If it looks hard, it's impossible. If it looks impossible, it's due tomorrow. At 8 A.M.”