“Last Year’s Prices” was a sales campaign by Digikala, which referred to the prices of select products being available with last year’s prices. The idea for the video was simple: showing the time in reverse, and amplifying the fact that time is moving forward. This is how I came up with the idea of an analog clock going in reverse. Adding fast movement of lights, I was able to mix these two key elements and visualize moving backwards in time.

I was involved in the basic ideation and concepting, and in charge of designing, animating, rendering, compositing and editing the final video.

As always, Cinema 4D was used for the main process, OctaneRender for lighting/rendering and After Effects for the final composite. Editing was also done in AE.