2012 Results

CAT 19 - Corporate Image (TVC)



TEDxSummit, "TEDx Human Arabesque"19-04491-TVC

Agency (city): WE ARE Pi (Amsterdam)

Creative Director(s): Rick Chant & Barney Hobson

Copywriter(s): Rick Chant

Art Director(s): Barney Hobson

Production Company (& City): Big Production (Paris)

Agency Producer(s): Jamie Nami Kim

Photographer: Koerner Union

Production Company Producer: Raphaël Carassic

DOP: Laurent Tangy

Set Designer: Laurent Tesseyre

Choreographers: Icouldneverbeadancer

Editor: Matthilde Carlier

Wardrobe: Elisabeth Rousseau

Hair & Make-Up: Avril Carpentier

Line Producer: Nicolas Avram

Head of Post-Production: Natacha Dolar

Post-Production: Mikros Image

Music Artist: Yasmine Hamdan

Producer: Toolbox Audio

Sound Design: WAVE Amsterdam

Strategy: Alex Bennett-Grant

Executive Producer : Jim Stoltz

Short explanation

WE ARE Pi strategic partner Alex Bennett Grant says, “TEDx asked us for a vision that would define its people powered movement. This lead us to the insight: TED to the power of X.”

To iconize the self proclaimed ‘TEDxers’ WE ARE Pi humanized the X, imbedding life directly into the summit logo. Then, taking inspiration from Qatari art, WE ARE Pi set about ‘finding the x’ within the traditional Arabesque patterns in an effort to mash-up TEDx with Qatar’s Middle Eastern culture.

WE ARE Pi creative partner Rick Chant adds, “The Power of X represents how amazing things happen when people get together through TEDx”

WE ARE Pi collaborated with the Koener Union and Paris’ BIG Productions. Together, they fused architecture, dance, math and magic into a bespoke18-meter high triangular mirrored structure that hovered over a multi-colour moving floor to create the world’s first Human Arabesque.

Explaining the technique used to create the arabesque imagery, WE ARE Pi Creative Partner Barney Hobson adds, "No smoke, just mirrors."

In a one-day shoot, the team lit the fuse and stood back to see what would happen. The experiment resulted in a spectacular kaleidoscope made of infinite arabesque patterns.

WE ARE Pi then worked with Arabic singer / songwriter Yasmine Hamdan, Dutch actor Rutger Hauer and Toolbox Audio to compose an original musical score for the summit and film.

‘The Power of X’ is the second campaign for TEDx from WE ARE Pi, which starts to define a style of TEDx communication focused on Ideas Worth Doing.


TEDxSUMMIT is an unprecedented one-week long global gathering. The goal: to imagine and define the future of TEDx’s community of Ideas Worth Spreading. Beyond a public TEDTalks opening night, the summit unites 700 TEDx organisers from 120 countries in Doha, Qatar for talks, collaborations and to activate Ideas Worth Doing.