Cingular evolution

A nice spot that explores the legacy of the camera phone through playful transformations from one generation to the next before resolving to cingular's signature product. The first part of the commercial relies heavily on sound design, underscoring the transformations of both phone and camera as we travel through evolution. Ultimately, we enter a new era of mobile communication combined with photography when all development cumulates into one piece of technology. To better emphasize this resolution, we characterized the second half of the spot with contemporary beats and hi-tech synth sounds.