Bright ideas! An animated journey through innovation and sustainability
Keynesia, the eco-tech point of contact in Italy specializing in tax relief for companies, renewable energies and artificial intelligence, commissioned Maga Animation Studio to create the “Luce 5.0” CG animated commercial. The commercial follows the evolution of the Italian industry over time through the story of two factory workers, who fall in love and become sustainable entrepreneurs. Light is the commercial’s guiding star, shaping the transitions between scenes and taking the characters and the audience on a temporal voyage from a bleak, outdated past to a radiant, sustainable future.
The journey begins in the 1920s, inside a dimly lit factory that is low on pollution but also low on efficiency. As the lights gradually brighten, the scene transitions to the 1970s, where industry becomes more efficient but at a high environmental cost and where the two workers, now a couple, continue their journey.
The narrative then shifts to a vibrant, modern-day factory, transformed into a technological ecosystem with solar panels, trees and flowering bushes, thanks to the green revolution offered by Keynesia with the contribution of Transizione 5.0.