Home » News » BIEN Creates Cel-Animation Film For IBM: Can Humans and AI Coexist in the Workplace?

BIEN Creates Cel-Animation Film For IBM: Can Humans and AI Coexist in the Workplace?

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LOS ANGELES, California — Motion design studio BIEN creates “Glow”, an animated short film that dramatizes how productivity loss affects modern companies and their workforces.

Glow is the story of a typical enterprise worker, Jane, and how she loses her way after doing repetitive, mundane tasks. The project is a visual metaphor about how enterprises might use IBM Automation’s AI-powered automation software and services to give employees back hours of their day.

“Myriad Media awarded us the job because we proposed a tactile, hand-drawn animation approach to tell a tech story. We wanted this piece to be nuanced, emotional and slightly flawed, in a good way. This is the lens through which we view the human condition in the modern workplace”, said Hung Le, Creative Director at BIEN. “Telling a compelling story without dialog is challenging. To ensure maximum visual impact and cultural relevance for a global audience, we worked hand-in-hand with Myriad Media to shape the script and mold the story. It’s highly unusual for a studio to be involved from the very beginning but we were glad to collaborate from the jump.”

BIEN teamed up with freelance Creative Director, Illustrator, and Animator Reece Parker to bring his talents into the mix. From his creative studio in Seattle, Reece added, “It was a privilege to team up with great collaborators on a unique and challenging project. Jane’s story is told without voice-over, which forced me and the animation team to dig into Jane and her emotions to fuel the narrative. This project was all passion and I’m stoked it all came together on a tight timeline, thanks again to a great team.”

Max Zampieri, Creative Director at Myriad Media, offers, “We took a huge risk going with this approach to tell the story for IBM, but the BIEN team executed our vision phenomenally. From the initial scriptwriting phase to storyboarding and illustration, through animation and clean up, Hung, Reece, and his team were absolute creative forces to be reckoned with. All while offering solves and smiles along the way.”

About BIEN
Launched in 2017 by Creative Director Hung Le and Executive Producer Ricardo Roberts, BIEN is a multicultural American design and animation company driven to do good. Inspired by the world’s best ideas, brands and causes, BIEN exists to help brands connect with diverse, global audiences. To achieve this, the studio practices inclusive design. Clients include IDEO, The World Bank, IFAD, IBM, Mastercard, 50,000ft, and Weber Shandwick among others. Learn more and view the company’s latest work here: thisisbien.com.


Company: IBM Automation

Agency: Myriad Media
Agency Creative Director: Max Zampieri
Agency Executive Producer: Chris Young
Agency Senior Producer: Drew Grimes
Scriptwriter: Kate Cortesi

Motion Design Studio: BIEN
Executive Creative Director: Hung Le
Executive Producer: Ricardo Roberts
Creative Director: Reece Parker
Illustration: Reece Parker
2D Animators & Compositors: Hung Le, Reece Parker
Cel Animation: Reece Parker, Henrique Barone, Adam Henderson, Erich Reimers, Dennis Wardzala, Salvador Padilla
Custom Music Score: Sono Sanctus
Sound Design: 
Sono Sanctus

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