Uptake “What If?”

I really loved working on this video for Uptake because they are a company that was on the forefront of artificial intelligence before it was cool to talk about AI. Uptake truly believes in their mission of stopping problems before they happen through the power of predictive learning. Naturally, that made advertising their tech critical. The problem is, most of their clients aren’t tech people, they’re supply chain companies and farmers.

That’s why it was important in this video to explain Uptake’s advanced technology without looking too tech-y. The look had to be textured and photographic rather than shiny and illustrated. It also had to be simple to follow, which is why we relied on the circular motif to tell the story.

I’m including a couple of animations below from the two additional spots “If Things Didn’t Break” and “Why Now” that unfortunately never made it through production.