Uh-oh, not another caveman. But don't worry, this one isnt getting shortchanged by modern society. He's just the inventor of the wheel. Some might call that an accomplishment. The idea of showing the evolution of the wheel is meant to lead up to the superpages app's user-friendly circular navigation, which is surprisingly efficient in finding what you need.
Initially the agency wanted dinosaurs and medieval war landscapes with guns and smoke and bodies falling into camera, which would have been the most epic spot ever, if there was a budget for it. We worked with them to strip their idea down to the bare necessities, trying to figure out how we could get it done and still retain a high level of production value. We ended up working with a production designer who created different ground surfaces that were pertinent to each wheel's history. The light blue was a part of their color palette, which made the spot feel more branded.
Here's a process video on set.