PROJECT LAUNCH: McMaster University

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Engineering is the invisible thread that holds so much of our day-to-day lives together. And when it comes to getting teens excited about a STEM career – it pays to reveal just a bit of the science behind their everyday experiences.

We set out in October of 2014 to create a 30 second broadcast commercial that did just that. Using skateboarding as our metaphor – and an extreme slow motion camera – we aimed to capture the forces of friction, momentum and gravity.

The end result is something we’re all so proud of​. Screened in theatres from Hamilton to Toronto (in IMAX no less!) and also in Calgary, we hear this piece is on its way to theatres in Hong Kong!

Many thanks to our amazing crew, as always. Shot in slow-mo by Ty Tekatch and Christoph Benfey, with animation assistance from Antenna Visual Communication. Edited by Taylor Heres. Starring skateboarding superstar Alishia Stevens, and Hamilton’s own Arts Awards nominee, Alyssa Nedich. Many thanks to New Line Skateparks for allowing us to shoot at their construction site in Oshweken, Ontario!!