Serial Cut Shows Us Cisco's New World
The future doesn’t come at us in leaps and bounds, instead it’s built slowly, invisible piece by invisible piece until we turn around and notice it’s suddenly here. Almost like it appeared while we slept. Multinational Technology company Cisco Systems is building that future, innovation by innovation, tackling each tiny tech problem we face and building into a future we may not recognize. The company’s motto is “Tomorrow starts here,” and their latest campaign with creative studio Serial Cut shows how they’re updating our world to be what we need our future to look like.
A series of three ads explore three different sectors Cisco is working on using Serial Cut’s CGI artistry. The three photo-realistic pieces use familiar images with unique elements combining into captivating compositions that catch the eye. “I love it when people spend time looking at an image, having fun within it and with its details,” says Sergio del Puerto of Serial Cut. “And also I like when they can't figure out how it was done, whether it's real or digital.” Usually it’s a combination. Usually Serial Cut will use both photography and CGI illustration to build a final image. But not this time. Each of the images are completely computer generated compositions, painted pixel by pixel into the final creation.
Focusing on child safety, online shopping, and the flow of traffic, Cisco and Serial Cut are bringing attention to moments in our lives that are so common and every-day that we barely have the brain space to notice they could get better. These events are such seamlessly inherent parts of our lives that it’s almost unbelievable they could change. Cisco proposes that the ways we handle these issues now are already outdated, and it’s time to shift the way we see them. Serial Cut’s demonstration of this proposition is to make us see familiar objects with completely new composite parts. The car they’ve created to avoid traffic is created entirely from circuit boards. A teddy bear is wired in a way to communicate information through ports and connections, like if it’s been recalled or needs a design shift. A shopping bag is reimagined as a server, dynamically reshaping itself to keep customers happy and streamline the systems. When asked why they chose to illustrate these images and ideas in this way, Sergio’s response may be surprising. “I never felt like an illustrator but an image-maker,” says Sergio. It’s more than just creating a picture, but telling the story.