LITTLE ROBOT

Short List
TitleLITTLE ROBOT
BrandIKEA
Product/ServiceGLOBAL WARMING PREVENTION
Category B03. Sound Design
Entrant 750MPH London, UNITED KINGDOM
Idea Creation MOTHER London, UNITED KINGDOM
Production PULSE FILMS London, USA
Post Production 750MPH London, UNITED KINGDOM
Post Production 2 NINETEENTWENTY London, UNITED KINGDOM
Credits
Name Company Position
Mother London Mother Advertising Agency
Mother London Mother Creative Director
Mother London Mother Agency Producer
Sam Ashwell 750MPH Sound Engineer
Ninian Doff Pulse Films Director
Leo King Stitch Editing Editor

Write a short summary of what happens in the film

This spot shows a determined young robot who is inspired to help save the planet. However every time he tries he seems to be stunted in his tracks. He finally accepts defeat and slopes off home. On arrival his little robot frown is very quickly turned into a grin as he is faced with his robot family. He discovers his family are already in the process of doing their bit towards helping the planet. It is a helpful reminder to show the viewer what small manageable changes can be made day to day.

Tell the jury about the elements of sound design.

For Ikea Robot every single sound in the film was created exclusively for the project. Through the recording of foley, sound effects and the use of synthesizers a whole language was made for the robot with various emotion tests comped up for both the animator and director. All in all over 500 tracks were used in the project to create the film that you hear.