The R50 Computer
A revolutionary computer for the developing world
Directed by Leo De Haan
Cinematography John Raggett
Camera Mark Dempsey & Richard Honey
I wanted this to be an enlightening and progressive commercial as this machine runs on solar power. It brings education and industry to parts of the world that have no electricity. I needed to use this positive resonance as a key theme.
I used the machine’s uniquely futuristic design, to fashion a visually stunning, black on black look, packaged together with a bold musical score. I created a simple journey, showing the R50 coming out of an obscure darkness transitioning into a world of light and endless possibility.
I saw this as a product that needed a powerful introduction that mirrored the positive impact it could have on the world.