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Creative in association withGear Seven
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BRW USA's Sverlov Dreams Up Boyhood Adventure For Pelephone

07/03/2012
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The LA director compared to “Tim Burton with a happy childhood”

 

Los Angeles director Eli Sverdlov weaves a pair of enchanting and uplifting dreamscapes in two new :60s, “Mehirut” and “Wedding,” for Israeli telecom giant Pelephone out of Warshavsky & Adler Chomski/ACW Grey.
 
In “Speed,” The Tel Aviv-based helmer takes us through the looking glass into a surreal world with signature visual inventiveness that has earned him comparisons to “Tim Burton with a happy childhood.”
 
The spot opens on a young boy, asleep in a bedroom decorated with airplane mobiles and a wall decorated like a school bus. As he dreams, a toy school bus in his bed comes to life, cueing the wall to pull away and wake the boy into a spectacular dream world, with echoes of Alice In Wonderland and Where The Wild Things Are. The boy chases the school bus down a volcanic beach, surrounded by imposing cliffs and lush waterfalls before discovering a rabbit hole. He sticks his head inside to find himself peering into a cozy theater, where a man in a primitive turtle suit runs across the stage in slow motion. The boy continues to race down the beach, now passing giant tortoises, before falling through clouds onto a giant dog sled where his parents await him. As they charge across a frozen tundra, the boy suddenly has hand-made wings that enable him to soar through the air. He dives into the roof of the school bus, which collapses into a parachute-like cloth that plunges him back onto the theater stage.  Here, he races across a makeshift finish line as his parents proudly applaud. The spot closes as a smile spreads across the face of the still slumbering boy with the tagline: “Dream… as fast as you want to be.”
 
In “Wedding,” we follow the whimsical dream of a bride-to-be as she journeys forward through a series of graceful, disjointed scenes. The enchanted young woman dons a white gown eclipsed with fluttering butterflies and continues through her rapid thoughts, for fear of running out of time. Her journey ends at the sight of her husband-to-be at the alter, where we see the couple both momentarily transformed into their youthful counterparts, as they were when they fell in, “Love at first sight.” As the woman smiles in her slumber, we finish with the super, “Dream…and everything you love will come together.”
 
Click the link to view the work http://bit.ly/zPLu60
 
Credits
Client: Pelephone - Dream campaign
Agency: Adler Chomsky & Warshavsky GREY
Director: Eli Sverdlov
Production Company: Mulla
CG & VFX: Gravity
Chief Creative: Ilan Bouni for Gravity
VFX Supervisor: Yoav Savaryego for Gravity
Head of Art: Israel Breslev, for Gravity
Head of 3D & compositing: Yoav Savaryego for Gravity
Original music: Guy Amitai
DOP: Mano Kadosh

 

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