Sugarway were commissioned by North One and Daryl Goodrich, to create a concept for an eternally looping film that would communicate HSBCs immense global reach. The film would run on huge screens in the atrium of HSBC’s Canary Wharf headquarters so needed to be visually arresting.
Named ‘The Butterfly Effect’, Louisa’s storyboarded idea was to turn of the HSBC logo triangles into origami butterflies, birds and fish that fly around the world, touching on areas where HSBC has a presence, once again Allen Donhauser animated the spot to great effect.
The music on this clip is ‘So Long, so Lonesome’ copyright Explosions in the Sky
TRIVIA: In chaos theory, the butterfly effect is the sensitive dependence on initial conditions, where a small change at one place in a nonlinear system can result in large differences to a later state. The name of the effect, coined by Edward Lorenz, is derived from the theoretical example of a hurricane’s formation being contingent on whether or not a distant butterfly had flapped its wings several weeks before.