Ericsson approached our agency friends Jack Morton Worldwide with a brief to create an inspirational film that would communicate the concept of ‘The Networked Society’ across the planet. So the pressure was on The Mill to develop, design and create the animated ‘connected force’ that would bring the film together.
"We offered up an in-house design solution and immediately began
work on what the 'force' would look like, how it behaved, and how
it would react and interact with the real world," explains Luke
Colson, Head of Mill Studio. "Director Matt McConaghy, along
with producer Stephen Marsh and exec-producer Hugh Ip, guided and
steered us through a number of creative options during 4 weeks in
research and conceptualisation to achieve the precise look they
The film was shot in Europe, Asia and Africa, and once we received
the final edited film, the team began animation on each shot,
putting into practice the rules and guidelines we had set for each
close up, wide and mid range shot. 'Intelligent Information'
graphics were designed and animated, and then our Colourist, Seamus
O'Kane graded the film as we began compositing the graphics onto
"This was a fantastic project to be a part of! At its peak,
we had a team of 3 designers, 5 After Effects animators and 2 Nuke
compositors working on it," adds Luke. "And finally, we did
it all over again to deliver a 180 degree panoramic version for the
Ericsson Studio in Stockholm."
The film was launched across 180 countries on May 16th 2011, and a
30 second version aired on CNN in June 2011.