The task was to create a sequence to highlight The Mills move to a new building in a succinct but playful way.
The aim was to create a film that hints at new beginnings, so we open with a vintage film reel, which eventually gets shredded and repackaged in a brand new Mill box.
The film has particular nuances that the viewer may not see the first time around… each part of the machine has multiple functions and not just to package and transport. For instance, as tape is wrapped around the cardboard tube, you are able to see the Mill logo being formed from the tape as it turns, and as you see the tube being shredded, particles drop through the shredder’s exhausts also making up a faint Mill logo.
Sound design: Echolab