Electrolux – The Cube

Electrolux wanted a stylish, innovative video presentation which would illustrate the concept of the Cube, its unique temporary dining experience. Red Ant Exposure delivered a clear, clean, engaging video which brought the concept to life and resulted in sell-out dining sessions and extensive press coverage across Europe.

Concept:

The Cube is a unique temporary dining experience, designed by Electrolux’ industry-leading engineers. Its remit is to ‘surprise and inspire’ guests by offering them access to celebrity chefs, the latest in kitchen technology, innovative cooking techniques and stunning views from unexpected and often daring locations. This experiment in ‘concept cooking’ is set to provide lunches and dinners to remember at a number of European landmarks, starting at the Parc du Cinquantenaire in Brussels, before moving on to Stockholm and Moscow.

Creation:

A bold attitude, stark Swedish design and a visionary approach to dining – Electrolux wanted to leverage the appeal of all these qualities with a stylish, innovative video presentation which would illustrate the concept as well as its physical attributes.

Red Ant Exposure ran an end-to end video project using a variety of techniques which showcased it all in a clear, clean and engaging way which easily translated to territories across Europe:

• Unique combination of stunning European landscapes and projected locations for The Cube concept
• ‘Talking head’ commentary from key designers and engineers
• Animated illustrations of the concept, how it was devised and built and what the diners could expect from their experience
• A sequence illustrating the quality and exclusivity of the chefs providing this unforgettable dining experience

The result was thousands of views, extensive coverage by the European media, including dining, architecture and leisure publications as well as national and local press, and sold-out dining sessions across the board – a highly successful project that delivered the right results.

Tech:

The key challenges Red Ant Exposure faced when being tasked with creating a call to action film for the Electrolux cube was that it did not exist in any material form other than blueprints and artist impressions. We approached the project with an open mind, using every available asset we could obtain from the architects, and set about animating these drawings and creating 3d visuals that would bring this magnificent concept to life.