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Amdocs: Make It Amazing

A music-led film at the center of a global tech company’s rebrand - and the early concept work behind it.

My contributionContributed to early concept development, translating the director’s vision into visual concepts for the film.

The “Make It Amazing” film, directed by Roy Raz and produced by Rabel Films, set to a track by Noga Erez & RUSSO and released as the centerpiece of the Amdocs rebrand.

Client
Amdocs
Role
Early concept development
Disciplines
Concept Development / Brand Film
Collaborators
Roy Raz (director), Shortcut Playground, Rabel Films, McCann, Noga Erez & RUSSO

The challenge

Give Amdocs’ ‘Make It Amazing’ rebrand a centerpiece: a story about innovation that a technology audience would actually want to watch.

The film

Directed by Roy Raz, the film uses a pinball machine as its narrative device: the complex, rewarding path of innovation - navigating challenges, finding solutions, achieving breakthroughs - told through play.

The visual world

Pinball-machine aesthetics meet a precise, nostalgic visual language in a music clip featuring Noga Erez at the center of the campaign.

The outcome

The film launched as the centerpiece of the rebrand, with Noga Erez fronting the campaign.

Role & contribution

I contributed to the early concept-development stage, translating the director’s vision into visual concepts for the film. The film was directed by Roy Raz and produced by Rabel Films, with Shortcut Playground as creative agency and McCann as advertising agency.
A concept drawing: a gold pinball leaving light trails as it drops away from a dome bumper.
An early concept visual from the development stage, exploring how the pinball world could look on screen.
A chrome ball crossing a teal pinball playfield between lit bumpers and rails.
Innovation told as a pinball run: obstacles, ricochets and the occasional clean shot.
The full pinball table seen from above, in copper and dark teal.
In the film, one machine holds the whole story.

Credits

Creative Agency: Shortcut Playground
Director: Roy Raz
Production: Rabel Films
Advertising Agency: McCann
Music: Noga Erez & RUSSO

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