the beginning is the most important part of the work. hello 2023.
“the beginning is the most important part of the work.” – plato
all of us are really wanting a fresh new year! this video made in 2019 by tbwa/paris for the national society of french railways (sncf) captures what our mind’s eye was seeking: a celebration of new life, a feeling of hope and optimism. may all your plans bloom and blossom beyond your wildest dreams.
the video was a way for the sncf to give thanks to those “preserving the planet” by traveling by train. according to the sncf, trains give off 30 times less co2 than individual cars and 20 times less than planes. thus, the national railway body is positioning itself as a healthy alternative to other modes of transport.
to illustrate this sentiment, the successive blooming of flowers – a time lapse that covers 200 hours. to capture each one of the 50 varieties included, every flower was photographed once every five seconds, day and night, which accumulated in 14,000 images per flower.
in the film, every flower that blooms is accompanied by the wheezing bang of fireworks, to illustrate the celebratory nature of the campaign. the sncp aims to transition from diesel-powered rail to developing stations that are autonomously powered by 2035.