Pilot: 'Evolution'

Pilot: 'Evolution' from boolab on Vimeo.

The genre of product demo and having a sense of humour are not at odds with one another, as shown in the 90” piece created by Martin Allais. The objective of the campaign is to promote one of the Pilot brand’s latest models, the Frixion, whose main feature is that it lets you both write and erase. Based on this premise, the director offers an unprecedented reading of the history of evolution in which the pen —a metaphor for divine intervention— provides a solution each time a problem arises, to rectify the situation and allow the species to evolve correctly through each of their stages. “Create, remove, evolve;” concludes the spot, bringing the point home. Created by the agency Grey, the campaign involved combining cell animation and stop motion techniques. Aired in Spain and Portugal, it has 20”, 30”, 60” and 90” versions.

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