Prajay Mehta, director of animation at Vancouver prodco The Heist: “We assembled a crew of talented artists and let them loose on Thinkingbox’s brand redesign. Charged with looking beyond the (thinking)box, what resulted was creative exploration in the truest sense of the word.

“Thinkingbox sent over their re-branded logo and being a company that covers a myriad of verticals, from web development, to experiential, strategy, branding, content (and that’s just scratching the surface) they had set their new logo to be open, flexible, and perfect for creative interpretation – and that’s what they charged us with.

“With a guideline on how the logo should be sized in the 16:9 frame, they left the rest up to us with this note, ‘Go wild. Interpret the logo as you see fit, then again, and again.’ That’s all we needed really.

“On our side we knew this was going to be the perfect opportunity to explore techniques, iterate on interpretation, bring on some friends, see what we all come up with together and really just have fun with it.”
 
 

 
Client: Thinkingbox

Production: The Heist
Director: Prajay Mehta
ECD: Michael Kern
Artist: Matt Voyce, Ken George, Ryker Kimball, Gabe Damast, Kyle Castro, James Johnson, Manny Berkal-Sarbit, Alessandro Novelli, Praj Metha, Kodai Yanagawa, Miguel Sarocca, Gabriele Calvi, Ben Marley, Alex J Bell

Edit: Ken George, Arturo Acevedo

Music: Captain Joz
Sound Design/Mix: Ben Bavonese