MOTOROLA

by YVES GELEYN

Hornet and DROGA5 came together on this spot for Motorola, creating an animated adventure to promote the brand’s newest phone.

“The idea was to express the exciting features of the new Moto G through a beautifully illustrated metaphorical story,” commented Hornet Director Yves Geleyn. “We pushed the idea one step further by introducing live action into the mix.”

To create the mixed media spot, the team utilized a live set to help create a familiar and tactile scenario before giving way to the 2D hero as she dives into her wanderlust dream world. Projected animation, synced to a motion control turntable, was choreographed with precision to the tabletop as it spun in a clockwise rotation. The live action elements nimbly integrate into the background as the the animated environment transforms between scenes. Clean lines, dynamic imagery and a saturated color palette highlight the phone’s capabilities while a highly graphic yet gentle design scheme guides the overall tone.

“Behind the scenes was pretty technical,” Geleyn conceded. “Creating animation to project onto a surface, but also have it interact with objects on that surface, on a moving, live set, and use physical lighting — that took some figuring out. But the spot itself was light and playful, and it made the idea behind it really cohesive.”

YVES GELEYN

YVES GELEYN

Hornet director Yves Geleyn is a storyteller, to his core. He possesses not just a wide range of creative styles and techniques, but also a deep devotion to exposing the small truths that make any story worth telling. For him, technique functions to support the story, not the other way around.

Luckily, Yves is a true master of both. He has a giant toolbox of techniques, but his innate instinct for unearthing the finer details is what makes his work so powerful.

Maybe because the details of his own story are so interesting in themselves. Yves was brought into the world by a German mother and a French father. His childhood was defined by a mosaic of moveable homes and travels, growing up in Britain, France, Germany, plus adventures around the world. His world became an empty canvas where he was allowed to funnel his curiosity—arguably his most defining personality trait—into whatever inkblot-shape his passions du jour led him to. He attended rugby school. He attended culinary school. Eventually, he discovered the world of graphic design and motion graphics and fine art.

Yves is a self-admitted perfectionist. From start to finish, he’s hands-on. By intimately knowing everything possible about a subject matter, he’s able to create an almost subterranean story below the main narrative—something not everyone can see at first, but that they can feel in the finished work. And the finished work has a simple, sweet, timeless quality - like poetry.

Over the years, Yves has directed numerous short films and commercial campaigns that have earned him industry awards and major international recognition. His work Monster in the Closet explored the subject of safe gun storage with a powerful and haunting story. His 2014 holiday spot for UK retailer John Lewis, The Bear and The Hare, took the festival circuit by storm and still receives applause from all sides of the industry to this day. His 60-second spot for McDonald’s, Always Working, was aptly named and indicative of Yves’ quest for perfectionism; he and his team of fifty people spent 12 intensive weeks to bring the spot to life. The 2017 short for Cabrioni—Cookies, a good story—was a feel-good tale that showcased Yves’ ability to weave together multiple animation techniques. And his work for Frooti was a testament to his ability to create an entire story from scratch and turn it into a colorful universe all his own, yet relatable to all.