Japanese technology company Konica Minolta ask businesses to "rethink print" in this well-crafted commercial. An entrepreneur has a lot on his mind, with his most urgent questions projected onto the wall in front of him. Just as concerns over automation and USPs threaten to warp his fragile little mind, the brand offer some vivid respite.
Thanks to director Menzkie and production designer Imola Láng, both the man and the audience are drawn into papercraft paradise—a room full of eye-catching signs, labels, and box art. Tricksy camerawork adds further depth to this print showcase, with curious firms encouraged to take the leap as well.
Unfortunately, the man at the centre of the film appears only to have received the instruction "look awestruck" over and over again, and rather than making the tech look amazing, he managed to make it look as though he's rather easily amazed by the modern world.
The film also suffers from a very wordy VO script, delivered with an earnestness that leaves you reaching for the mute button.
Product Category: Photography