IBM Steel Story

IBM Steel Story

Our Steel Story had to communicate a suite of specialized technology to a diverse global audience. Believing a lighthearted, disarming presentation would deliver the most audience engagement for the client’s budget, Superlux proposed a ‘storybook’ style of animation built around characters that are stylized, yet human.  We created two principal characters, and a supporting cast of bosses, steel workers, and a mob of agitated environmentalists, plus the terrain, cities, and steel mills of the fictional nation, Ferronia.

concept design animation directing writing