Boxy, but Beautiful

Global leader Micron Technology wanted to develop a bold concept for their AI-powered data centers of the future. These typically cold, sterile, and hidden silos of super-processing power are poised to tackle some of the world’s most significant challenges. So, we began by reimagining these box-shaped servers, pulling them out of their underground anonymity and showcasing their beauty against the dynamic, complex backdrop of the modern world.

Over eight months of development, we brought this vision to life with the collaboration of five animators using 2D and 3D animation, intricate rotoscoping techniques, and digital collage. The result is an award winning, striking piece of storytelling—boxy yet beautiful, and undeniably captivating.