Xfinity needed a commercial to showcase their updated X1 Platform™. Their new look was bold, metallic, and sleek. I felt the look of the spot should match this. I also thought it would add a lot of drama if the actor "activated" the X1 logo in the beginning, which would then extrude out of the wall. I extended and evolved the metallic texture of the X1 logo into the environment. The interface and icons of the X1 platform appear from thin air and the actor interacts with them in a seamless way as if he has the whole system at his fingertips.
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