Small signals. Big impact.

As part of its work exploring how technology can support biodiversity and sustainability, Ericsson began developing a project that would use data to measure environmental change at a granular level. At the time of writing, the project is still actively collecting data and is not yet ready to be filmed. However, Ericsson recognised the importance of defining the creative direction early – securing a visual language and storytelling approach that could evolve alongside the data itself. This case study story is set to be filmed in Denmark in the summer of 2026, based on creative direction and theming that’s been agreed well in advance of the production.

Rather than waiting for the project to reach completion, this phase focused on establishing a bold creative framework capable of translating complex data into something human, emotive and accessible. The concept, The Butterfly Effect, uses the idea that small signals can create far-reaching impact – both as a narrative metaphor and as a visual system. Butterfly forms become a bridge between nature and technology, representing data points, signals and patterns through abstract, digital and AI-generated design.

The creative explores how data might be visualised virtually, using layered textures, particle systems and iridescent colour inspired by butterfly wings at a macro level. The direction also considers future extensions, including holographic butterfly forms that could bring the data to life in physical spaces – allowing insight to feel immersive, tangible and alive.

This work established a flexible, future-proof creative language – one that allows the story to grow as the data matures, and positions Ericsson at the intersection of technology, sustainability and innovation, ready to bring the film to life when the time is right.