Espadaysantacruz Studio and Marc Reisberg worked together with SpecialGuest and McKinsey to design, code and build a unique kinetic sculpture. The result was an impressive dynamic structure that changes shape in real time by creating different pictograms that represent specific client success stories. Using compressed air to launch up to 300 acrylic spheres into the air at once, the sculpture was able to form volumetric shapes en masse in order to reinvent itself moment by moment throughout the film. “Rather than tell the story simply by someone telling it or through animation,” says SpecialGuest founder and lead creative, Aaron Duffy, “we actually wanted to make something on the ground similar to what McKinsey is able to do with its clients.”
Together with Martin Van Der Meijden and the Art Team Mallorca we spend several months of research, development and testing to accurately calibrate the timing and height of the spheres as well as strike the perfect balance between mechanics, software and design. 300 balls were shot at 5 m/s speed to reach a specific height with a precision of around 5 cm.
The shapes created by the sculpture were concepted based on each client impact case in order to showcase McKinsey’s range of capabilities while highlighting the company's successful partnerships with diverse and innovative clientele. Together we built something that’s never been made before to demonstrate the power of reinvention and the innovative hands-on process by which McKinsey is able to reinvent itself and help its clients discover new solutions.
Believe or not, everything you see has been done on camera
Behind the Scenes Video