30 second TV spot for Kyocera mobile phones, directed and designed by Erik Buth. Produced at Blind.
Not that long ago, mobile phones had buttons instead of touch screens. Some, like one of the Kyocera phones in this spot, also opened lengthwise to reveal a full keyboard. The opening and closing of the phone resembled a butterfly and this became the inspiration behind this ad.
In this spot, a phone call from Japan to New York is illustrated as a magical journey by butterflies around the world. The ad agency wanted to create a campaign that emphasized the human connection that the technology would enable, rather than focus on tech specs. This led to the use of watercolors, paper, pen and ink combined with a few live action shots to create the look of the spot.