Brief Explanation

By TV, computer, tablet, and smartphone. Hulu is a video on demand service that you can enjoy the content of plentiful movies and dramas anytime and anywhere. Therefore, we think hulu as “personal video shop” and set the core idea as “Anywhere library of movies and dramas”. Based on its core idea, we visualized hulu through the commercial and symbolized hulu’s invisible service on the internet. Giving the visual impact, we made the expression easy and fast for audiences to understand about the contents and benefits intuitively.

Creative Execution

As the content of this commercial is “you can access to the contents in your home and office like rental video stores”, we can say that the principal of this commercial is “mass of packages” as well as the cast. As “mass of packages” was made by CGI, there were only green screen, casts, and furniture in the studio when we shot. Therefore, we needed to simulate how packages and shelves are going to look like beforehand using CGI. By using the assumed set and CGI model, main staffs inspected the look of the shelves and packages over and over on CGI software. We needed to make the audiences feel the number of shelves and the displayed packages are massive. At the same time, we needed to make the contents visually recognized while moving. Also, the shelves needed to come out powerfully as a visual expression. We can say that what we cared most about visual expression was the balance of these elements. After the shooting, we pursued reality and strived to achieve the realistic CGI texture. As we handled huge amount of image data, it was a heavy work to complete.