Responses by John Bergdahl, art director and Jacob Nelson, writer, Forsman & Bodenfors
Background: The purpose was to start a conversation about the traffic situation in major Asian cities and what Uber and others can do to solve it.
Reasoning: With the 80 second short film “Boxes,” we wanted to show the absurdity of traffic in a new light and emphasize the fact that most people travel in cars by themselves.
Challenges: Asia is a huge continent with different ways to look at life. The most challenging part was to find a solution that everybody loved.
Favorite details: The humor and the epic end scenes. Adam Berg and Matthias Rudh did a very good job.
Anything new: A lot. For many of us, this was the first time working in Asia. We didn’t hit the world record in efficiency, but we were close. Visual influences: We had a lot of references, but mostly sketches that we made with storyboard artists. They were important when we discussed the number of boxes and the importance of exaggeration.