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Creative Brief

Freehive's primary objective was to generate excitement among desktop Linux users about the release of Ubuntu 22.04.1 by highlighting the most significant improvements since the prior 20.04 LTS release and entice them to upgrade now. Our secondary objective was to generate interest among a more general audience who may not appreciate the refinement, capability, and freedom afforded them by Ubuntu.

The GNOME 40 Release Video by Freehive represented the Ubuntu desktop team's benchmark for tempo, length, and general style for this animation. The animation would rely upon animated visuals and text closely synchronized to a pre-selected, licensed music track to tell the story of the release. While inspired by prior work, Freehive endeavored to imbue the animation with the unique character of Canonical/Ubuntu and match its brand visuals and voice.