In 2012 the deluxe reissue of Paul McCartney's Band on the Run album and DVD won a Grammy for Best Historical Album - (it was first issued in 1974 when Michael was a student) - Michael's original music video was part of the package that won the Grammy. Fast forward to 2014 and Michael and colleague Jeffrey Chong used some of the same animation techniques - taken to slightly more sophisticated level - for a promotional video for Hotwire PR, one of the world's fastest growing public relations companies.
The brief from Hotwire CEO Brendon Craigie was to produce an exciting promotional video to introduce the new Hotwire brand to a wide audience.
The major themes were adventure,looking for new ways to do things and not being afraid of challenges.
The video was designed to act as a metaphor for the company ethos and to take the viewer on a mini adventure, with slightly retro James Bond style animations of people doing risky stunts on enlarged sections of the logo – cliff diver, parachutist, and scuba diver.
The documentary footage of the Madrid conference corresponds with this idea, showing delegates of different ages and racial backgrounds on a mini adventure coming together from different places around the world to meet and interact,telling us in short vox pops what Hotwire means to them.
The different layers and colours of the Hotwire logo introduced throughout the video reinforce the diversity of Hotwire’s talent, international mix, sectors and services on offer. The animated key words reinforce and punctuate sections of the video.
As the mini adventure comes to a conclusion we end with quote from Mark Zuckerberg: “the biggest risk is not taking any risk. In a world that’s changing really quickly, the only strategy that is guaranteed to fail is not taking risks”.
Potential audience to include: Hotwire and third party websites, social media platforms such as Facebook, YouTube… etc. Hotwire office and reception visual displays, live events.