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We pretended we were big shot filmmakers and actually created something pretty cool.

The great thing about working in a marketing department is being surrounded by so many creative storytellers. So when we got the opportunity to write, direct, and produce a video about the Atlas 12, we couldn’t wait to get after it.

The challenge, of course, was to portray the Atlas 12 in its true light: as the ideal mobile computer for K-12 students. But we wanted it to be more than that.

As film and literature nerds, we wanted to pack the piece with underlying subtexts that represent larger stories, all of which demonstrate the power of our device, our social enterprise, and our commitment to education.

So here’s what you may have missed. Here is a clear-cut take on the Atlas 12 from the folks who made the “movie.”


The Narrator

The voice of a new generation? Maybe. Or maybe that’s just an old Pepsi slogan I remember. It’s hard to tell. What I do know is this: Everything The Narrator says is synchronous with the images that appear onscreen.

In the words of Bak USA Creative Director Luis Fernandez, “One does not make sense without the other. Every image, every word has a ‘secret’ meaning. Every image is a metaphor for the motivation of human kind, and what moves us to do the things we do.”

Whoa. That’s heavy. But why is this important? As a social enterprise, Bak USA puts people first. Our very human-centric perspectives are the basis of all that we do—so it makes sense that they are conveyed, albeit subtly, in our Atlas 12 video.

Here’s a look at all the people who helped us make this video happen:


The Kid

This kid is making moves, and you’ve got to respect that. When we follow The Kid as he attempts to capture a butterfly with his Atlas 12, each frame of his movements is supported by the voice-over.

To accomplish his goal, The Kid must know what he wants, how to get it, and why. And when we see him [SPOILER ALERT] presenting his “Save the Monarchs” presentation at school, we learn that he has succeeded.

According to Luis, “The metaphor of the entire sequence is that any meaningful change we want to make in the world starts and stops somewhere within ourselves. For The Kid, it’s knowing he has to make a presentation, finding the butterfly, and capturing her. For us—as people, as a company, as artists—it’s scratching the itch. It’s identifying a need and then filling it.”

He’s a creative director for a reason, folks. What do you think? Here’s a look at the making of some of those scenes:


The Teachers

In this scene, a group of teachers is seated in a circle, listening to The Narrator describe the power of the Atlas 12. Is it as simple as that? Not quite.

“In Greek mythology, Atlas was known as the god of endurance,” explains Luis. “The name alone symbolizes the durability of the device itself.” Okay, yeah, that checks out.

But what about that circular arrangement? “Interestingly,” begins Luis, “the way the Greeks used to teach was at a public square, but the maestros used to speak from within it, between the students who surrounded them in a 360-degree circle.”

The circle, then, is our nod to the classical form of teaching, which is neatly juxtaposed to our take on modern education: Using the versatile Atlas 12 as a tool for personalized learning in a flexible classroom.

On a more obvious level, the Atlas 12 has 360 degrees of flexibility, which means it can be used as a laptop or a tablet. The circular mobility of the device itself echoes the circular formation of The Teachers.

Finally, it has been said that in Ancient Greek culture, the circle was thought to be the perfect shape. Perfect! Because at Bak USA, we believe that the Atlas 12 is the perfect classroom computer. See what we did there?

Put simply, the circular arrangement of The Teachers is an homage to ancient teaching techniques while celebrating the future of mobile learning.

Here’s what it looked like trying to make that happen:


The End

When The Narrator says, “Education is not in our hands anymore… it’s in theirs,” he means it both literally and figuratively. Sure, the Atlas 12 is a handheld mobile laptop, so in that sense the device is very tangible. Speaking figuratively, though?

Luis says, “The teacher will always be in the center of the circle, but he or she is guiding the students, coaching the students, empowering the students. The Atlas 12 is used to let students open the door for their own way of learning. They have their own handle on engaging education, and so they can take ownership of it.”

It makes sense. When we talk about e-learning, mobile learning, or student-centered learning, we know that students must take responsibility for themselves and their own engagement. It’s part of learning, and it’s a part of growing up.

Even if you don’t appreciate the symbolism of the video, we hope you at least think it looks and sounds nice enough. We worked with a lot of really awesome people to make it happen, and we look forward to sharing our artistic perceptions with you as we produce more creative marketing in the future.

For the full feature Atlas 12 video, you can see it all right here:

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James A. Colombo III

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