"GRAVITATION" / Director's Cut
DIRECTOR: LAUREN INDOVINA / PRODUCTION COMPANY: PSYOP
I like to think of the brands in advertising as the Florentine Medici's in 15th century Italy: Here's our idea, here is a bit of cash, now make it beautiful.
Such was the case with Captial One "Venture Metal" or what we now call "Gravitation". The amazing creative team at DDB basically came to us and said "Hey guys, we have this card, it's metal. How cool. What do you think?" Then we said "Oh my god. That's amazing. A card made from metal. We love you. Let's figure out the coolest way to do this". And then they were like "Awesome! Talk to you guys soon."
We then talked internally and figured that to do everything in CG would be a challenge and to do everything live action would be a challenge. Lucky for me, my sweet spot is right in the middle of both: Live action reference plates, CG beauty. And that's what we did.
This process was a bit more complex, but it was fun. The result is where I like to be - Is it live action? Yes. It is CG? Yes. Boiled down, it's basically ferro fluid, iron filings, magnets, and that pin thing from the 90's you could buy at Spencers gifts because we're classy like that... Oh, and an incredible lens provided by our awesome DP. We messed up, a lot. Powerful magnets are way more powerful than you think, and ferro fluid doesn't love being left out under lights for any longer than a few seconds. But who doesn't love beautiful mistakes.
CLIENT: CAPITAL ONE
DP: EARNESTO LOMELI
More coming soon...