{"id":320,"date":"2023-09-11T18:44:10","date_gmt":"2023-09-11T18:44:10","guid":{"rendered":"https:\/\/hatchet.tv\/?p=320"},"modified":"2025-10-06T23:35:32","modified_gmt":"2025-10-06T23:35:32","slug":"brave-robot","status":"publish","type":"post","link":"https:\/\/hatchet.tv\/index.php\/2023\/09\/11\/brave-robot\/","title":{"rendered":"Brave Robot"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"320\" class=\"elementor elementor-320\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e82a7b6 e-flex e-con-boxed e-con e-parent\" data-id=\"e82a7b6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-47e5452 elementor-widget elementor-widget-video\" data-id=\"47e5452\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/520179398?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5be3312 e-flex e-con-boxed e-con e-parent\" data-id=\"5be3312\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c9216a1 elementor-widget elementor-widget-text-editor\" data-id=\"c9216a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A retro-futuristic, psychedelic journey through the history of ice cream.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5c5401b e-flex e-con-boxed e-con e-parent\" data-id=\"5c5401b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bbce4fb e-flex e-con-boxed e-con e-parent\" data-id=\"bbce4fb\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-45db6e8 elementor-widget elementor-widget-image\" data-id=\"45db6e8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"449\" src=\"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/line.png?fit=800%2C449&amp;ssl=1\" class=\"attachment-large size-large wp-image-309\" alt=\"\" srcset=\"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/line.png?w=2306&amp;ssl=1 2306w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/line.png?resize=300%2C168&amp;ssl=1 300w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/line.png?resize=1024%2C575&amp;ssl=1 1024w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/line.png?resize=768%2C431&amp;ssl=1 768w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/line.png?resize=1536%2C862&amp;ssl=1 1536w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/line.png?resize=2048%2C1149&amp;ssl=1 2048w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/line.png?w=1600&amp;ssl=1 1600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8423f82 e-flex e-con-boxed e-con e-parent\" data-id=\"8423f82\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4f9ab5b e-flex e-con-boxed e-con e-parent\" data-id=\"4f9ab5b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-647f735 elementor-widget elementor-widget-image\" data-id=\"647f735\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"448\" src=\"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/br.png?fit=800%2C448&amp;ssl=1\" class=\"attachment-large size-large wp-image-307\" alt=\"\" srcset=\"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/br.png?w=2592&amp;ssl=1 2592w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/br.png?resize=300%2C168&amp;ssl=1 300w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/br.png?resize=1024%2C574&amp;ssl=1 1024w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/br.png?resize=768%2C430&amp;ssl=1 768w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/br.png?resize=1536%2C860&amp;ssl=1 1536w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/br.png?resize=2048%2C1147&amp;ssl=1 2048w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/br.png?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/br.png?w=2400&amp;ssl=1 2400w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1704626 e-flex e-con-boxed e-con e-parent\" data-id=\"1704626\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-41cafe4 elementor-widget elementor-widget-text-editor\" data-id=\"41cafe4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Working with <a href=\"https:\/\/theurgentcompany.com\" target=\"_blank\" rel=\"noopener\">The Urgent Company<\/a> on their new ice cream brand <a href=\"https:\/\/braverobot.co\/\" target=\"_blank\" rel=\"noopener\">Brave Robot<\/a> was one of those rare projects that was equal parts creative challenge and pure fun \u2014 not to mention a delicious one. Beyond taste-testing my fair share of flavors, I was brought in to <strong data-start=\"677\" data-end=\"708\">Creative Direct and animate<\/strong> the brand\u2019s <strong data-start=\"721\" data-end=\"737\">launch video<\/strong>, helping to define the visual tone of their debut campaign.<\/p><p data-start=\"801\" data-end=\"1243\">The in-house team had already assembled a few collage-style moodboards that hinted at a bold, unconventional aesthetic. I saw an opportunity to take that foundation and build something that felt both <strong data-start=\"1001\" data-end=\"1029\">nostalgic and futuristic<\/strong> \u2014 a visual mash-up that embodied Brave Robot\u2019s innovative spirit and irreverent personality. The result was a lively, layered spot that blended texture, humor, and optimism in a way that felt unmistakably fresh.<\/p><p data-start=\"1245\" data-end=\"1557\">The <strong data-start=\"1249\" data-end=\"1277\">brand announcement video<\/strong> became the cornerstone of their initial launch, setting the tone for how Brave Robot communicated across digital and social channels. The look resonated immediately \u2014 the design and leadership teams loved it so much they extended the visual direction across multiple campaigns.<\/p><p data-start=\"1593\" data-end=\"1840\"><em data-start=\"1593\" data-end=\"1606\">Brave Robot<\/em> was never meant to look or feel like traditional ice cream \u2014 and the visual system followed that same philosophy. The goal was to <strong data-start=\"1737\" data-end=\"1764\">celebrate contradiction<\/strong>: science and nostalgia, technology and joy, all living in the same frame.<\/p><p data-start=\"1842\" data-end=\"2236\">The collage-based visual language reflected the brand\u2019s experimental DNA \u2014 pairing vintage textures and hand-cut shapes with crisp, modern typography and bright, optimistic color. Motion was treated like a personality trait: bouncy, slightly mischievous, but always purposeful. The result was a campaign that didn\u2019t just announce a product \u2014 it announced a <em data-start=\"2199\" data-end=\"2233\">new kind of ice cream experience<\/em>.<\/p><p>Role:<br \/>Creative Direction, Co-Design, Co-Writing, Motion Design, Editing<\/p><p>Music by <a href=\"https:\/\/www.heliosound.co\/\" target=\"_blank\" rel=\"noopener\">Helio Sound<\/a>.<br \/>Sound design and final mix by <a href=\"https:\/\/www.th3rdsound.com\/\" target=\"_blank\" rel=\"noopener\">Th3rd Sound<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>https:\/\/vimeo.com\/520179398 A retro-futuristic, psychedelic journey through the history of ice cream. Working with The Urgent Company on their new ice cream brand Brave Robot was one of those rare projects that was equal parts creative challenge and pure fun \u2014 not to mention a delicious one. Beyond taste-testing my fair share of flavors, I was [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":310,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,4],"tags":[],"class_list":["post-320","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-direction","category-motion-design"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/ms.png?fit=2022%2C1136&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/320","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/comments?post=320"}],"version-history":[{"count":13,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/320\/revisions"}],"predecessor-version":[{"id":773,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/320\/revisions\/773"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/media\/310"}],"wp:attachment":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/media?parent=320"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/categories?post=320"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/tags?post=320"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}