First Principles

Iluli  |  2019

Do you know that Aristotle and Elon Musk have in common? Together with Iluli's team, we found a really fun way to explain the gist of what reasoning from first principles is. This method of problem-solving has been central to both Aristotle and Elon Musk whenever they were trying to solve a problem – and that's actually what made Elon create Space X.

Combining the power jokes and mixed-media animation, the video – which was released at the beginning of July, 2019 –  has been a great success, receiving many positive comments and achieving almost 500000 views in less than a month!

thumbnail of a video showing Elon Musk head saying
thumbnail of a scene from a video showing the space and a
animation illustration of a scientist giving a medal to a rocket
first-principles-snapshot-9
first-principles-snapshot-11
first-principles-snapshot-12
first-principles-snapshot-1
first-principles-snapshot-10
illustration of aristotle, kant and descartes drinking beer and discussing
illustration of a graphic poster showing Elon Musk and saying
illustration of a man looking at rockets wth 75% of descount

Credits

Credits

Scope of work

Script Revision  •  Storyboard  •  Illustration  •  2D animation  •  Sound design

Team
Script
Mike Lamb, Aidan O'Brien
Creative Direction
Felippe Silveira
Art Direction
Raff Mars
Production
Laís Abreu
Storyboard
Daniel Cramer
Illustration
Diego Leal, Mayumi Takahashi
Animation
Pedro de Britto, Ronaldo Serrano
Cel Animation
André Dias
Sound Design
Aidan O'Brien

Scope of work

Script Revision  •  Storyboard  •  Illustration  •  2D animation  •  Sound design

Team

Executive Production
Adam Winograd, Yoav Hornung
Production
Brian Grady
Creative Direction
Felippe Silveira
Art Direction
Raff Mars
Script
Apigee Marketing Team
Storyboard
Raff Mars
Illustration
Raff Mars, Naomi Bensen, Dennis Hoogstad
Animation
Pedro de Britto, Felippe Silveira