GREAT, Pablo, and UNLIMITED recently announced the launch of the latest iteration of the Unicorn Kingdom campaign, with the world’s first ‘Ever-Changing Statue’ - a distinctive, 3D-hologram installation in New York City – to raise awareness of the UK tech Unicorn and Future-corn leaders who are spearheading the country’s $1 trillion tech sector.
To learn more, I spoke to Jon Burley, Creative Director, Pablo and Harriet Knight, Managing Director, Pablo.
What was the brief?
The UK isn’t getting due credit for its tech and innovation offering. Tech businesses looking to invest or expand are focusing on places like Germany or Israel despite the UK’s stronger credentials. We needed to create some buzz and excitement about the UK’s tech scene and its unparalleled opportunity.
Get: Tech VCs on the US East Coast
To: Encourage CEOs in the portfolio to invest in the UK
By: Generating excitement and FOMO around the UK tech scene
How did the initial pitch/brainstorming phase go?
From the start, the ambition of the client and Pablo were fully aligned. We had a brilliant platform in ‘Unicorn Kingdom’ that we had established in 2023 but we now needed to get the word out there about the UK’s $1 trillion tech sector to pique the interest of Tech VCs and CEOs in a way that was going to cut through, disrupt and demonstrate our countries spirit of innovation.
We knew this was never going to be a traditional piece of comms and were looking for something that was going to capture our point of view through an action. Our work started with a co-creation session where we workshopped the brief and some jumping off points that we then took into the creative process.
What was the process behind ideating the concept?
When you are looking to create unconventional ideas, you need to take a different approach to the classic process of making an ‘advert’. There was a lot of co-creation throughout the process between the client, Pablo and production partners.
Right from the get-go, we co-created the brief together with the client and then through a series of ‘sprints’ we developed a range of ideas that from that, our chosen idea of the Ever-Changing Statue was born. However, when you’re developing something like this the creativity comes from not just the concept, but from the way in which you realise it.
And then couple that with the fact technology was most likely going to be involved (because this was a campaign celebrating the UK tech industry) you have to be able to have a firm understanding of how you are going to make something happen. For this reason, it was paramount to involve production partners early on to check for feasibility, as well as how you can bring it to life in a more unexpected and innovative way.
What was the production process like?
The production process was unlike any traditional production. We knew we wanted to create an ever changing statue but how we did that was not clear. We looked at multiple production options before we landed on a hologram.
The next thing was trying to figure out how to create a holographic statue that represents the physical likeness of our British Unicorns. We therefore needed to find the correct partners who would help us bring this to life. Not only practically but it also needed to look breathtaking. Curious and Hypvsn helped us bring our statue to life.
What was the biggest challenge during production? How did you overcome it?
Our biggest challenge was making the faces of our holographic statue look like stone yet still life-like whilst actually resembling our Unicorns. Thankfully our partners at Curious worked their magic and after a fair bit of back and forth and tweaking we managed it.
What kit/tools/software were used to create the project?
Holograms are created by using a four-ray LED-based display fan, which when synchronised with bespoke animation, rotates faster than the eye can see. Creating the magic like effect of 3D holographic content floating in midair.
What is one funny or notable thing that happened during production?
Sculpting heads in a 3D world is a seriously iterative process. We set out to do it across x14 individuals armed with side profile and front on photos.
It was fascinating to jump into the world of 3D sculpting, whereby the artist is using digital clay to create a recognisable face. A funny point was when we realised there was an online digital wig market - as of course, realistic hair is the most challenging feature to sculpt.
What’s the main message of this project and why does it matter?
We want to show that the UK has the perfect environment for tech to thrive, making it a fantastic investment opportunity.
How long did it take from inception to delivery?
August 2023 - March 2024
What do you hope it achieves for the brand?
The UK gets credit for its historic icons and achievement, but that makes it difficult to generate excitement and conversation about what’s happening now.
The Ever-Changing Statue therefore seeks to get people talking about how the UK’s tech scene is brimming with opportunity by reflecting the individuals fuelling its future. And by doing so, increase consideration amongst those doing business with us.
Credit List?
Creative Agencies: Pablo & UNLIMITED
Managing Director: Harriet Knight
Client Partner: Eve Bui
Account Director: Lily Gray
Executive Creative Director: Tim Snape
Creative Director: Jon Burley
Creative team: Tom Gong & Claire Guiller
Head of Design: Jim Townsend
Head of Planning: Paul Dazeley
Planning Director: Emma Banks
Head of Production: Tom Moxham
Project Director: Demi Osman
Senior Project Manager: Rowan Honeysett
ProductionCompany
HYPERVSN:
Holographic Solutions Expert:Julia Lasuta
Project Manager - Sofiya Borodich
Head of Events - Vita Radkevitch-Turlo
Technician - Yuriy Govich
Curious Productions:
CG Lead - Lucas Zoltowski
CG Artist - Jonny Burton
CG Artist - Kirk Smith
Motion Graphics - Caroline Phasey
Motion Graphics - August Abrahamsson
Producer - Hamish Macleod
Production Lead - Tom Gibson
Ellie Nee:
Motion Graphics - Joe Saven
Client: The Cabinet Office, GREAT Britain and Northern Ireland Campaign
Director of the GREAT Britain and Northern Ireland Campaign: Kate Taylor-Tett
Head of Campaigns & Partnerships, GREAT Britain and Northern Ireland Campaign: Alex Tucker
Senior Campaigns & Partnerships Manager: Hannah Oussedik
Campaigns & Partnerships Manager, GREAT Britain and Northern Ireland Campaign: Jack Bryant
GREAT Program Lead, North America & LATAC: Frances Sterling
