Citrix

2020

When Citrix, the O.G. of inter-office communication, and Athletics in Brooklyn came to us to do a stake-in-the-ground launch film for their rebrand, we jumped at the opportunity.

Launch into space

We wanted to do a film that communicated humanity — that showed what Citrix can do for you, without using U.I. and computer interfaces to tell that story.

Importantly, we wanted to capture the essence of Athletics’ simple, and elegant rebrand.

The best laid plans of mice and men.

A large part of this film was the push-and-pull of mixing intentional live action with CG. The live action would serve as the representational heart; the CG an abstracted reflection.

When the world shut down, we had to do some problem solving to find a way to hit our specific live action needs within Covid restrictions.

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Style

One major facet of the rebrand was a 3d design language that was abstract, minimal and tonal. We took that elegant starting point and ran with it, finding ways to expand it to fit the narrative needs of the film.

The rebrand called for reduction, a focus on material, lighting and a graphic sense of composition. We pushed that reduction as far as we could, while still feeling like a faithful representative of the brand.