Where The Buffalo Roam Imparts a Chill Vibe for Customer Communication Hub, Front
By Egotist / /
Some days, managing your inbox can feel like climbing up an endless mountain. Customer communication software provider, Front, knew it had the solution to this and other all-too-common workflow problems, but how to quickly and succinctly convey something so intangible? Enter full-service production company Where the Buffalo Roam (WTBR) with the creative solution — The Oneness: a chill, vibey place where people float on clouds, play weird 4D chess, and oh yeah, route thousands of emails automatically without lifting a finger. WTBR brought this concept to life with a four-spot digital campaign that takes Front’s incredible list of streamlined email functionalities and informative customer communication metrics and distills them into the software’s most important quality: Front makes work happier.
Each spot showcases a different Front feature as a dreamy, psychedelic metaphor. Using a combination of live-action actors set against a mixed media collage background and an ASMR-esque voiceover, rather than detail everything the product can do, The Oneness campaign invites viewers to imagine how using Front would feel. Go from the quickly shifting kaleidoscope that is data spread out over siloed apps, teams and spreadsheets to the clarity of an alpine lake (folding onto itself Inception-style, natch) once Front has been introduced, and you’ll be in The Oneness.
The brief was a surreal mix of ‘Deep Thoughts by Jack Handy’ meets David Attenborough nature doc meets Adventure Time with puppets thrown in for good measure. Ultimately, though puppets were pitched, they didn’t make the final cut. Instead, the result is an over-the-top, meditative zen-for-business campaign that differs from previous Front creative in almost every possible way: from the tone and performances to the color palette and the hallucinogenic visuals.
The first of the four spots, “Mountain,” is now airing with the rest of the series rolling out over the coming months. The campaign will run across media channels and streaming services including Discovery, Univision, Fox International Channels, Vox Media, and Verizon Media.
Client: Front
Creative Agency: Where the Buffalo Roam
CD/Copywriter: Brian L. Perkins
Copywriter: Andy Corbett
Art Director: Brian Bosworth
Production Company: Where the Buffalo Roam
Director: Adam Avilla
DP: Ethan Indorf
Art Director: Maxwell Smith
Line Producer: Emma Jubinski
Gaffer: Matthew Stouppe
Wardrobe Stylist: Dexter Simmons
Editorial Company: Where the Buffalo Roam
Offline Editor: Matt O’Donnell
Offline Assistant Editor: Evan Banks
Post Producer: Chris Larsen
VFX Company: Where the Buffalo Roam
CD/VFX Supervisor: Simon Mowbray
2D/3D Designer & Animator: Simon Mowbray, Chris Carmichael, Farbod Khoshtinat
Flame Artist: Simon Mowbray
Music, Sound Design, and Mix: Sono Sanctus
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