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The Hunt – Behind the Scenes

360, Animation, VFX

A little Behind The Scenes timelapse from one of our favourite …

Title Design Reel

Title Design

A film’s title graphic is its brand and can help set …

VFX Reel

VFX

A glimpse into our choicest portfolio of visual effects and movie …

Spaceship Earth Highlights

Animation, VFX

A short selection of the work we created for Spaceship Earth. …

House Reel

Animation, Infographics, Title Design, VFX

A curated selection of our latest and greatest work, as well …

Animation Reel

Animation

A carefully assembled collection of our finest animated work from the …

Apocalypse Nachos Hair Dynamics

Animation

R&D is ongoing as we work with Curiosity Shop to bring …

Infographics Reel

Infographics

Complicated ideas and difficult concepts are so much easier to understand …

Myth 6 Highlights

Animation, Infographics, VFX

One of our favourite ongoing projects is the Myth or Science …

Real Vikings Highlights

Animation, Infographics, VFX

The Vikings weren’t nice, but they sure were interesting. We helped …

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You’re Soaking In It

May 3, 2017
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Animation, CG, Documentary, Feature, Infographics, Motion Design, VFX
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No comments
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Posted by ESQ

Celebrating a World Premiere at Hot Docs 2017!

Advertising as we knew it is dead. The new age of big data advertising is rooted in hard science, complicated math, and high technology. What was once best guesses and creative leaps, is now precise, targeted surveillance. With no regulations on the books, companies are free to compile reams of personal data on anyone who accesses the internet. Industry insiders are calling this new world of advertising “the wild west.”

You’re Soaking In It reveals the behind—the—scenes process of collecting personal information to design ads that are tailored to influence us at the precise moment we are most ready to spend. Is this the height of invasive efficiency…or simply the price we pay for free internet? (cbc.ca)

Electric Square was tapped early on in the production to lend our expertise in designing a visual language for the film. Working closely with director Scott Harper and editor Roland Schlimme, we devised clever solutions for conveying the concepts of algorithmic learning, and the mechanics of how online advertising works to target individual users. We created animated characters, built digital worlds, added visual effects to live footage, and helped tie everything together with an ominous aesthetic.

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You’re Soaking In It - Electric Square