The latest work from Agence H Paris for Citroën is this 80s Live Aid-inspired robots chorus created by Vancouver-based The Embassy.
Over the years Citroën has utilized the robot in many of its campaigns, and this new spot, "Robots Chorus", is a celebration of the Citroën automobile through song and robot.
For the spot, The Embassy handled all production and post-production from start to finish. Like the iconic "We Are the World", this spot is deliberately shot with minimal production design in order to make the concept feel more believable.
"The tendency with VFX driven work is to make it as glossy and polished as possible, which often makes it look more fake." Said Winston Helgason, President, The Embassy. "This is often reflected in the colour grade as well. Overall, we deliberately embraced the imperfections, which in the end added an extra layer of authenticity."
Citroën: "Robots Chorus"
Agency: Agence H - Paris
Agency Producer: Christopher Thiery
Agency Producer: Julie Malet
Creative Director: Gilbert Scher
Art director: Luca Cinquepalmi
Art Director: Marco Venturelli
Copyrighter: Gilbert Scher
Production Company: The Embassy
Director: The Embassy
Executive Producer: Winston Helgason
Producer: Ted Herman
Director of Photography: Todd Duym
Editor: Matthew Griffiths
Editorial Company: Cycle Media
Sound Production: Startrec (musique)/Kouz Production
Music Supervisor: Lional Dray
Composers: Alex Jaffray & Gilles Facérias
Author: Gilbert Scher
VFX Production: The Embassy