Alibaba opened their 2018 Investor Day event with this intricate, abstract, and panoramic CG film directed by Amsterdam’s Woodwork explaining the values and motivation behind the online retail giant’s core beliefs.
Woodwork: “The film tells the story of how Alibaba is trying to build the world a new digital economy. To deliver a message that can’t be told by conventional statistics and graphs.
“Chapter one represents the status quo. The establishment of “big business”. How it’s built from the top down. Dividing and conquering, making control possible. We portrayed the constraint of the individual, as they are segmented and pushed into sectors.
“The second chapter represents the creation of the new Alibaba Digital Economy. An expanding of vitality. Representing transactions, relationships, consumers and producers. Now freed, to expand across a system specifically designed for them. Alibaba can change the world for small business everywhere.
“The final chapter is the culmination of the new Digital Economy in which there are no boundaries and endless possibilities. Resulting in beautiful harmonies and putting control into the hands of the “little guy”.
Client: Alibaba
Agency: MerchantCantos
Creative director: Mark Cumming
Producer: Alex Wilson
Production/director: Woodwork
Creative Director: Marvin Koppejan
Audio: Wevie
