Reteaming with agency ELA Advertising, Warsaw studio Abra.network transforms a tech-heavy disk drive product reveal into an engaging peek at the future of storage with a detailed and dynamic CG treatment for Western Digital.

From the team at Abra.network: “Using their latest ePMR technology, Western Digital developed the world’s first 11-disk UltraSMR HDD. To celebrate this milestone, ELA Advertising invited us to create a film showcasing the product and its groundbreaking technology.
 

“We also dedicated a lot of time to experimenting with data visualization: how it works, how it is organized, and how we can represent it symbolically without creating too much of a dark, overly technical look.”

 
“We dedicated the first part of the video to showcasing the exceptional craftsmanship of WD engineers, highlighting the precision and expertise required to create the best devices on the market. We also explored various visual approaches to represent data storage and illustrate the product’s groundbreaking advancements.

“To visually distinguish between the real and digital worlds, we used contrasting color palettes: monochrome black and white to represent the precise, physical realm, and vibrant, playful colors for the digital world. We aimed to convey a sense of blazing speed combined with remarkable precision.

“We also dedicated a lot of time to experimenting with data visualization: how it works, how it is organized, and how we can represent it symbolically without creating too much of a dark, overly technical look.”
 
 

 
Client: Western Digital

Agency: ELA Advertising

Production: Abra.network
Director: Abra.network

Music/Sound Design: Giovanni Dubini